The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

  title={The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty},
  author={Arjun Chaudhuri and Morris B. Holbrook},
  journal={Journal of Marketing},
  pages={81 - 93}
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and… 

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