The Influence of Website Environment on Brand Loyalty: Brand Trust and Brand Affect as Mediators

@article{Lin2012TheIO,
  title={The Influence of Website Environment on Brand Loyalty: Brand Trust and Brand Affect as Mediators},
  author={Miao-Que Lin and Bruce C. Y. Lee},
  journal={IJEBM},
  year={2012},
  volume={10},
  pages={308-321}
}
Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study views website environmental design and website interactivity as the independent variables, brand trust… CONTINUE READING

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