The influence of brand satisfaction, brand trust, brand preference on brand loyalty to laptop brands

Brands have played a crucial role in determining the behavior of consumers. Thus, the present research's principal purpose was to empirical study on the influence of brand satisfaction, brand trust, brand preference on brand loyalty to the laptop brand context. We examined investigation data from 214 consumers who purchased the laptop product in Ho Chi Minh, Vietnam. PLS - Partial Least Squares was applied to test the measurement model and the structural model. The outcome of the research revealed that brand satisfaction had a positive influence on brand trust (β= 0.455; p=0.000), brand preference (β= 0.391; p=0.000), and brand loyalty (β= 0.228; p=0.001). ). The findings also confirmed that brand trust had a positive impact on brand preference (β= 0.423; p=0.000) and a positive effect on brand loyalty (β= 0.232; p=0.002). The results also reinforced that brand preference had a positive impact on brand loyalty (β= 0.403; p=0.000). © 2020 EManuscript Technologies. All rights reserved.