Title

The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour

Authors

Sherriff Ting Kwong Luk
Leslie S.C. Yip, Technological and Higher Education Institute of Hong Kong, Vocational Training CouncilFollow

Document Type

Journal Article

Publication Date

2008

Keywords

Brand buying behaviour, Sales promotion effect, Brand trust

DOI

10.1057/bm.2008.12

Abstract

This study empirically tested the effect of two brand trust dimensions, brand reliability and brand intentions, on consumers' spending in individual brands. The findings reveal much of the effect was from brand intention and confirmed customer satisfaction was an antecedent to brand trust. In addition, the findings show that brand trust effect could be significantly moderated by monetary sales promotions in a way that brand reliability would play no role if the consumer's buying behaviour was strongly affected by monetary sales promotions. Managerial implications of the trade-off between the investment in sales promotions and the investment in enhancing customers' trust in a brand are also discussed.

Source Publication

Journal of Brand Management

Volume Number

15

Issue Number

6

First Page

452

Last Page

464

Recommended Citation

Luk, S. T.,& Yip, L. S. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour. Journal of Brand Management, 15 (6), 452-464. http://dx.doi.org/10.1057/bm.2008.12