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The effects of trust and peer influence on corporate brand: Consumer relationships and consumer loyalty

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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The effects of trust and peer influence on corporate brand: Consumer relationships and consumer loyalty. / Ozdemir, Sena; Zhang, ShiJie ; Gupta, Suraksha et al.
In: Journal of Business Research, Vol. 117, 01.09.2020, p. 791-805.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Ozdemir, S, Zhang, S, Gupta, S & Bebek, G 2020, 'The effects of trust and peer influence on corporate brand: Consumer relationships and consumer loyalty', Journal of Business Research, vol. 117, pp. 791-805. https://doi.org/10.1016/j.jbusres.2020.02.027

APA

Ozdemir, S., Zhang, S., Gupta, S., & Bebek, G. (2020). The effects of trust and peer influence on corporate brand: Consumer relationships and consumer loyalty. Journal of Business Research, 117, 791-805. https://doi.org/10.1016/j.jbusres.2020.02.027

Vancouver

Ozdemir S, Zhang S, Gupta S, Bebek G. The effects of trust and peer influence on corporate brand: Consumer relationships and consumer loyalty. Journal of Business Research. 2020 Sept 1;117:791-805. Epub 2020 Mar 28. doi: 10.1016/j.jbusres.2020.02.027

Author

Ozdemir, Sena ; Zhang, ShiJie ; Gupta, Suraksha et al. / The effects of trust and peer influence on corporate brand : Consumer relationships and consumer loyalty. In: Journal of Business Research. 2020 ; Vol. 117. pp. 791-805.

Bibtex

@article{fce96ef1fadf461eb7978d6c63a61440,
title = "The effects of trust and peer influence on corporate brand: Consumer relationships and consumer loyalty",
abstract = "Drawing on relational tie theory and theory of trust, this study examines the role of affective and cognitive trust in mediating the relationship between corporate brands and consumers, and in loyalty towards corporate brands of national dairy products in China. The study also investigates the moderating effect of peer influence on corporate brand and consumer relationships and the two trust types. Using survey data from 600 consumers, the study shows that while cognitive trust mediates the relationships between certain corporate brand and consumer constructs, including corporate brand competence and corporate brand communication and loyalty, affective trust mediates the effect of loyalty on corporate brand and consumer relationship constructs, including corporate brand communication, corporate brand liking and corporate brand similarity. Peer influence is found only to have a positive moderating effect on corporate brand communication regarding affective trust. ",
author = "Sena Ozdemir and ShiJie Zhang and Suraksha Gupta and Gaye Bebek",
year = "2020",
month = sep,
day = "1",
doi = "10.1016/j.jbusres.2020.02.027",
language = "English",
volume = "117",
pages = "791--805",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - The effects of trust and peer influence on corporate brand

T2 - Consumer relationships and consumer loyalty

AU - Ozdemir, Sena

AU - Zhang, ShiJie

AU - Gupta, Suraksha

AU - Bebek, Gaye

PY - 2020/9/1

Y1 - 2020/9/1

N2 - Drawing on relational tie theory and theory of trust, this study examines the role of affective and cognitive trust in mediating the relationship between corporate brands and consumers, and in loyalty towards corporate brands of national dairy products in China. The study also investigates the moderating effect of peer influence on corporate brand and consumer relationships and the two trust types. Using survey data from 600 consumers, the study shows that while cognitive trust mediates the relationships between certain corporate brand and consumer constructs, including corporate brand competence and corporate brand communication and loyalty, affective trust mediates the effect of loyalty on corporate brand and consumer relationship constructs, including corporate brand communication, corporate brand liking and corporate brand similarity. Peer influence is found only to have a positive moderating effect on corporate brand communication regarding affective trust.

AB - Drawing on relational tie theory and theory of trust, this study examines the role of affective and cognitive trust in mediating the relationship between corporate brands and consumers, and in loyalty towards corporate brands of national dairy products in China. The study also investigates the moderating effect of peer influence on corporate brand and consumer relationships and the two trust types. Using survey data from 600 consumers, the study shows that while cognitive trust mediates the relationships between certain corporate brand and consumer constructs, including corporate brand competence and corporate brand communication and loyalty, affective trust mediates the effect of loyalty on corporate brand and consumer relationship constructs, including corporate brand communication, corporate brand liking and corporate brand similarity. Peer influence is found only to have a positive moderating effect on corporate brand communication regarding affective trust.

U2 - 10.1016/j.jbusres.2020.02.027

DO - 10.1016/j.jbusres.2020.02.027

M3 - Journal article

VL - 117

SP - 791

EP - 805

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -