The effect of Brand Identification and Brand Trust on Brand Commitment and Brand Loyalty at Shopping Malls

Abstract

This present study’s main aimwas to empirical research on the effect of brand identification and brand trust on brand commitment and brand loyalty at the shopping malls. We analyzedresearch data from 384clients at shopping malls. The data was examined through partial least squares structural equation modeling (PLS-SEM) with SmartPLS software 3.2.7. The findings of the studyshowed that brand identification had a positive impact on brand trust (β= 0.490; p=0.000),brand commitment (β= 0.267; p=0.000), and brand loyalty (β= 0.341; p=0.000).The results also revealed that brand trust had a substantial positive influence on brand commitment (β= 0.502; p=0.000) and a positive impact on brand loyalty (β= 0.144; p=0.009). The results also disclosed that brand commitment had a positive influence on brand loyalty (β= 0.340; p=0.000). From the above findings, this currentresearch discussed implications for managers.