Titre : |
Trust Issue Relationship between the Consumer and Food Brands the Moderating Role of Personality Traits |
Type de document : |
texte imprimé |
Auteurs : |
Menidjel, choukri, Auteur ; Benhbib, abderrezzak, Auteur |
Editeur : |
Université tlemcen |
Année de publication : |
2017 |
Importance : |
211 p. |
Présentation : |
ill. |
Format : |
30 cm |
Accompagnement : |
cd |
Langues : |
Anglais (eng) Langues originales : Anglais (eng) |
Résumé : |
This study aims at offering a conceptual model that incorporates both the relationships
between brand satisfaction, brand trust and brand loyalty and the moderating effects of
personality traits, namely, consumer innovativeness, variety-seeking and relationship
proneness, on the relationship between brand trust and brand loyalty. Data were collected
using a survey of 443 consumers of four product categories (i.e., soft drinks, fruit juices,
mineral water and yogurt). Structural equation modeling, specifically, partial least
squares (PLS) regression, was used to test the hypotheses. The findings reveal that brand
loyalty is the most affected (both directly and indirectly) by satisfaction through the
mediation of brand trust across the studied product categories. They also show that
variety-seeking negatively moderates the relationship between brand trust and brand
loyalty for fruit juices, whereas relationship proneness positively moderates this
relationship for yogurt. Moreover, the moderating effects of consumer characteristics are
examined. The managerial implications, limitations and suggestions for future research
are also discussed. |
Trust Issue Relationship between the Consumer and Food Brands the Moderating Role of Personality Traits [texte imprimé] / Menidjel, choukri, Auteur ; Benhbib, abderrezzak, Auteur . - Université tlemcen, 2017 . - 211 p. : ill. ; 30 cm + cd. Langues : Anglais ( eng) Langues originales : Anglais ( eng)
Résumé : |
This study aims at offering a conceptual model that incorporates both the relationships
between brand satisfaction, brand trust and brand loyalty and the moderating effects of
personality traits, namely, consumer innovativeness, variety-seeking and relationship
proneness, on the relationship between brand trust and brand loyalty. Data were collected
using a survey of 443 consumers of four product categories (i.e., soft drinks, fruit juices,
mineral water and yogurt). Structural equation modeling, specifically, partial least
squares (PLS) regression, was used to test the hypotheses. The findings reveal that brand
loyalty is the most affected (both directly and indirectly) by satisfaction through the
mediation of brand trust across the studied product categories. They also show that
variety-seeking negatively moderates the relationship between brand trust and brand
loyalty for fruit juices, whereas relationship proneness positively moderates this
relationship for yogurt. Moreover, the moderating effects of consumer characteristics are
examined. The managerial implications, limitations and suggestions for future research
are also discussed. |
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