ArticleBehavioral sciences (Basel, Switzerland)2023
The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China.
Article in Behavioral sciences (Basel, Switzerland), 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
6 citing papers in PubMed, 40 citations in OpenAlex.
- Unpacking Brand Fandom: Triadic Brand-Related Perceptions and Fan Behaviors.Behavioral sciences (Basel, Switzerland) · 2026Article
- The Role of Artificial Intelligence in Personalizing Social Media Marketing Strategies for Enhanced Customer Experience.Behavioral sciences (Basel, Switzerland) · 2025Article
- Promoting Parental Loyalty Through Social Responsibility: The Role of Brand Trust and Perceived Value in Chinese Kindergartens.Behavioral sciences (Basel, Switzerland) · 2025Article
- Relationships Among Psychological Risk, Eco-Friendly Packaging, Price Fairness, and Brand Trust of Bottled Water Consumers: Moderating the Impact of Nutritional Disclosure.Foods (Basel, Switzerland) · 2024Article
- Article
- Servant leadership, brand love, and work ethic: important predictors of general health in workers in the education sector.Frontiers in psychology · 2024Article
Corrections and comments
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Authors and funding
6 authors at 3 institutions in 3 countries.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Smartphones have become increasingly essential in people's daily lives. Studying the enablers that influence students' smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience-attitudinal loyalty, and brand experience-behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.