文献类型：期刊文献

英文题名：Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

作者：Zhang, Shikun[1];Peng, Michael Yao-Ping[1];Peng, Yaoping[2];Zhang, Yuan[3];Ren, Guoying[4];Chen, Chun-Chun[5]

第一作者：Zhang, Shikun

通讯作者：Peng, YP[1];Zhang, Y[2];Ren, GY[3];Chen, CC[4]

机构：[1]Shangqiu Normal Univ, Coll Econ & Management, Shangqiu, Peoples R China;[2]Fujian Business Univ, Business Sch, Fuzhou, Peoples R China;[3]Univ Yango, Business Sch, Fuzhou, Peoples R China;[4]Beijing Normal Univ, Business Sch, Beijing, Peoples R China;[5]Beijing Union Univ, Sch Management, Beijing, Peoples R China

第一机构：Shangqiu Normal Univ, Coll Econ & Management, Shangqiu, Peoples R China

通讯机构：[1]corresponding author), Fujian Business Univ, Business Sch, Fuzhou, Peoples R China;[2]corresponding author), Univ Yango, Business Sch, Fuzhou, Peoples R China;[3]corresponding author), Beijing Normal Univ, Business Sch, Beijing, Peoples R China;[4]corresponding author), Beijing Union Univ, Sch Management, Beijing, Peoples R China.|[1141755]北京联合大学管理学院;[11417]北京联合大学;

年份：2020

卷号：11

外文期刊名：FRONTIERS IN PSYCHOLOGY

收录：;Scopus(收录号：2-s2.0-85082650542);WOS:【SSCI(收录号:WOS:000525252900001)】；

基金：This paper was supported by Program for Innovative Research Team (in Science and Technology) in University of Henan Province (Grant No. 19IRTSTHN016), Major Project of Applied Research on Philosophy and Social Sciences in Colleges and Universities of Henan Province in 2019 (2019-YYZD-13), and Fujian Province Social Sciences Plan Project in 2019 (Grant No. FJ2019B106).

语种：英文

外文关键词：brand relationship; brand trust; brand loyalty; brand love; structural equating modeling

摘要：This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, giving a valid response rate of 89%. Data analysis was performed with SmartPLS2.0 and SPSS 23.0 to test the proposed model. The results indicate that an expressive brand relationship significantly predicts brand trust and brand loyalty. In turn, brand trust has a positive influence on brand love, while brand awareness and brand love influence attitudinal and behavioral loyalty. Expressive brand relationship has two indirect mediating affects via brand trust and brand love, which influence brand loyalty. Finally, we suggest managerial implications and directions for future research.