Product-Class Effects on Brand Commitment and Brand Outcomes: the Role of Brand Trust and Brand Affect

ABSTRACT - The authors extend the study of relational exchanges to consumer markets using brands as the unit of analysis. They propose certain product-class determinants (perceived differences between brands, hedonic and utilitarian values, brand-choice risk) as determinants of brand commitment and brand outcomes (market share, advertising-sales ratio). Brand trust and brand affect are also modelled as intervening variables in the process. Aggregate data based on 137 brands is compiled from four separate surveys of consumers and brand managers. Controls in the study include the brand’s share of voice, level of differentiation, and number of competitors. Hypotheses are tested and largely supported for the relationships of interest.



Citation:

Arjun Chaudhuri and Morris B. Holbrook (2001) ,"Product-Class Effects on Brand Commitment and Brand Outcomes: the Role of Brand Trust and Brand Affect", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 30.

European Advances in Consumer Research Volume 5, 2001      Page 30

PRODUCT-CLASS EFFECTS ON BRAND COMMITMENT AND BRAND OUTCOMES: THE ROLE OF BRAND TRUST AND BRAND AFFECT

Arjun Chaudhuri, Fairfield University, U.S.A.

Morris B. Holbrook, Columbia University, U.S.A.

ABSTRACT -

The authors extend the study of relational exchanges to consumer markets using brands as the unit of analysis. They propose certain product-class determinants (perceived differences between brands, hedonic and utilitarian values, brand-choice risk) as determinants of brand commitment and brand outcomes (market share, advertising-sales ratio). Brand trust and brand affect are also modelled as intervening variables in the process. Aggregate data based on 137 brands is compiled from four separate surveys of consumers and brand managers. Controls in the study include the brand’s share of voice, level of differentiation, and number of competitors. Hypotheses are tested and largely supported for the relationships of interest.

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Authors

Arjun Chaudhuri, Fairfield University, U.S.A.
Morris B. Holbrook, Columbia University, U.S.A.



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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