AUTHOR=Zhang Shikun , Peng Michael Yao-Ping , Peng Yaoping , Zhang Yuan , Ren Guoying , Chen Chun-Chun 

TITLE=Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

JOURNAL=Frontiers in Psychology

VOLUME=Volume 11 - 2020

YEAR=2020

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2020.00231

DOI=10.3389/fpsyg.2020.00231

ISSN=1664-1078

ABSTRACT=Due to the findings are confounded that the relations between brand relationship and brand loyalty, drawing on the relationship marketing theory. This study collected from three metropolitan customers who used tablet PC. We get 383 valid samples, valid response rate is 89%. Data analysis was performed using structural equation modelling to test the proposed model. The results indicated that expressive brand relationship significant predicators of brand trust and brand loyalty. Brand trust has positive influence brand love. Brand conscious and brand love has influence attitudinal and behavioral loyalty. Expressive brand relationship through two indirect mediating affects which brand trust and brand love influence brand loyalty. Finally, these results suggest managerial implications and the direction of future researches.