4. Introduction:
Brand Trust and Brand Loyalty in Mall Shoppers
Research Findings
How Emotional Attachment
Influences Brand Trust And Loyalty
In Young, Brand-conscious
Shoppers
Atulkar, S. (2020). Brand Trust and brand
loyalty in Mall Shoppers. Marketing
Intelligence & Planning, 38(5), 559–
572. https://doi.org/10.1108/mip-02-2019-
0095
Madhya Pradesh, India
Significance Of Emotional Factors
(Perceived Quality, Value,
Satisfaction, Differentiation) In
Building Brand Loyalty
Direct Correlation Observed Between
Brand Trust And Loyalty
5. Limitations
Study Limitations:
Limited to shopping mall customers.
Specific geographic and demographic
characteristics.
Results are not generalizable beyond these
parameters.
Implications For Future Research:
Need to explore a broader range of emotional
attachment antecedents.
Consider different customer segments.
Include diverse retail environments.
7. Problem Statement
1. Mall brands are unable to develop strategies that are in line with the varied preferences and
expectations of consumers in malls since they do not have a thorough understanding of the
elements that contribute to the development of trust and, subsequently, loyalty.
2. A lack of knowledge about how brand loyalty and trust function in the malls setting prevents
marketers from creating tactics that are long-lasting brand relationships.
3. A gap exists in understanding the role of experiential factors in building brand trust and loyalty
among mall shoppers, impeding brands from creating memorable and positive shopping
experiences that foster sustained customer loyalty.
8. Research Objectives & Questions
Research Objectives Research Questions
Influence of income between
brand trust & brand loyalty
Relationship between
emotional attachment
antecedents and brand trust
in mall shoppers.
Relationship between
emotional attachment
antecedents and brand
loyalty in mall shoppers
Moderating effect of income
between emotional
attachment antecedents with
brand trust & brand loyalty
1 2
3 4
Does income factor affect the relationship between brand
trust and brand loyalty?
What is the relationship between emotional attachment
antecedents and brand trust in mall shoppers?
What is the relationship between emotional attachment
antecedents and brand loyalty in mall shoppers?
Does income factor influence the relationship between
emotional attachment antecedents with brand trust and
brand loyalty?
2
3
4
1
9. Research Methodology
Research Design Measurement Instrument Sample Design & Data Collection
• IBM SPSS Statistics
• Structural Equation Modelling
(SEM) technique - SmartPLS 2.0
• 21 research items
• Questionnaire (5-point Likert
scale)
• 202 mall shoppers' data from the
age group between 18 - 40 years
• Highly brand-conscious and
willing to purchase branded
products shoppers
4
3
4
4
3
3
Proposed Research
Framework
11. Literature Review
Factors Explanation
Emotional Attachment
Central to brand loyalty, resilient against short-term incentives(Oliver, 1999) (Pappu &
Quester, 2016)
Perceived Quality Affects loyalty and trust, tied to consumer status (Lai et al., 2009) (Atulkar & Kesari, 2014)
Perceived Value Balances utility against cost, contributing to brand trust (Oliver, 1999) (He et al., 2012)
Perceived Satisfaction When expectations are surpassed, loyalty is reinforced (He et al., 2012) (Lien et al., 2015)
Perceived Differentiation
Unique identity of brand, essential for loyalty (Atulkar & Kesari, 2018b) (Grisaffe & Nguyen,
2011)
Brand Trust Key in customer-company relationship, leads to loyalty (Park & Kim, 2016) (Li et al., 2012)
Brand Loyalty
Consistent preference, influenced by attachment and trust (Pappu & Quester, 2016) (Lien
et al., 2015)
12. Hypothesis
H1 Perceived quality has a positive significant relationship with brand loyalty.
H2 Perceived quality has a positive significant relationship with brand trust.
H3 Perceived value has a positive significant relationship with brand loyalty.
H4 Perceived value has a positive significant relationship with brand trust.
H5 Perceived satisfaction has a positive significant relationship with brand loyalty.
H6 Perceived satisfaction has a positive significant relationship with brand trust.
H7 Perceived differentiation has a positive significant relationship with brand loyalty.
H8 Perceived differentiation has a positive significant relationship with brand trust.
H9 Brand trust has a positive significant relationship with brand loyalty.
15. N Minimum Maximum Mean Std. Deviation Skewness Kurtosis
Statistic Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error
Quality of global brand generates
shopping excitement
202 1 5 3.98 .995 -.808 .171 .173 .341
Quality in product helps me to identify
the brand
202 1 5 3.97 .932 -.526 .171 -.319 .341
I enjoyed shopping when I perceived
quality in branded products
202 1 5 3.99 .972 -.866 .171 .280 .341
I love to create emotional bonding with
quality products
202 1 5 3.84 .980 -.863 .171 .730 .341
I perceive more value when I get
branded products in competitive price
202 1 5 3.87 1.011 -.692 .171 .032 .341
Perceiving offers on purchase
increases the emotional attachment
202 1 5 3.84 .986 -.671 .171 .276 .341
I feel attached to get personal
achievement
202 1 5 3.90 .943 -.761 .171 .585 .341
I got every essential product which
satisfies my need
202 1 5 3.81 .866 -.367 .171 -.261 .341
Attractive store environment enhances
my satisfaction
202 1 5 3.93 .922 -.515 .171 -.236 .341
I feel satisfied to get branded products
at minimum price
202 1 5 4.01 .967 -.787 .171 .269 .341
Satisfaction level creates emotional
attachment towards the brand
202 1 5 3.94 .936 -.679 .171 -.002 .341
Varieties in branded product motivate
me to continue shopping from retailers
202 1 5 3.70 .968 -.538 .171 .052 .341
While making repurchase decisions I
always considered product
differentiation
202 1 5 3.85 1.023 -.730 .171 .130 .341
During shopping I feel excited to
receive varieties in branded products
202 1 5 3.80 .962 -.507 .171 -.206 .341
I love to visit retail stores which offer
product differentiation
202 1 5 3.91 .910 -.583 .171 -.017 .341
Product satisfaction always generates
brand trust in me
202 1 5 4.01 .887 -.755 .171 .390 .341
Emotional attachment towards brand
generates brand trust
202 1 5 3.89 .937 -.614 .171 .226 .341
Brand trust motivates me to continue
the purchase of the same brand in the
future
202 1 5 4.03 .858 -.726 .171 .500 .341
I am always loyal towards the brand
when I get the required values
202 1 5 3.94 .925 -.708 .171 .280 .341
Positive perception and satisfaction
influence me to take repurchase
decisions
202 1 5 4.01 .938 -.723 .171 .155 .341
I am always loyal towards the brand
which creates emotional attachment
202 1 5 3.90 .982 -.880 .171 .645 .341
Valid N (listwise) 202
Slightly skewed data
distributions, 0-1
• Negative skewed
Kurtosis value, 0-1
• Normal distribution
16. Perceived Quality
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.795 .796 4
Perceived Values
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.783 .783 3
Perceived
Satisfaction
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.743 .742 4
Perceived
Differentiation
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.811 .812 4
Brand
Trust
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.740 .743 3
Brand
Loyalty
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.766 .765 3
Reliability Analysis
Cronbach’s Alpha
Value
0.7<α<0.8 – Acceptable
0.8<α<0.9 – Preferable
17. Factor Analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .883
Bartlett's Test of Sphericity Approx. Chi-Square 1744.957
df 210
Sig. <.001
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings
Rotation Sums
of Squared
Loadingsa
Total % of Variance Cumulative % Total % of Variance Cumulative % Total
1 7.522 35.821 35.821 7.522 35.821 35.821 3.792
2 1.598 7.608 43.429 1.598 7.608 43.429 4.334
3 1.344 6.402 49.831 1.344 6.402 49.831 3.354
4 1.197 5.701 55.532 1.197 5.701 55.532 3.606
5 1.129 5.377 60.909 1.129 5.377 60.909 4.112
6 1.111 5.292 66.201 1.111 5.292 66.201 3.383
7 .828 3.945 70.146
8 .747 3.559 73.705
9 .650 3.096 76.801
10 .602 2.867 79.667
11 .542 2.580 82.247
12 .498 2.371 84.618
13 .486 2.316 86.934
14 .458 2.179 89.113
15 .451 2.147 91.260
16 .369 1.755 93.016
17 .353 1.679 94.694
18 .338 1.612 96.306
19 .289 1.378 97.684
20 .259 1.232 98.916
21 .228 1.084 100.000
Extraction Method: Principal Component Analysis.
a. When components are correlated, sums of squared loadings cannot be added to obtain a total variance.
In our case, only six components have Total Initial
Eigenvalues greater than 1. Those six components
explain 66.20% of the variance.
Therefore, we conclude that there are six factors.
• KMO Value ≥ 0.6, 0.883
• Bartlett's Test of Sphericity value is significant (i.e.
the Sig. value should be .05 or smaller), <0.001
✅ Suitable for Factor Analysis.
19. Factor Analysis
Pattern Matrixa
Component
1 2 3 4 5 6
I feel attached to get personal achievement .785
Perceiving offers on purchase increases the emotional
attachment
.725
I perceive more value when I get branded products in
competitive price
.647
While making repurchase decisions I always considered
product differentiation
.836
I love to visit retail stores which offer product
differentiation
.802
During shopping I feel excited to receive varieties in
branded products
.710
Varieties in branded product motivate me to continue
shopping from retailers
.675
I am always loyal towards the brand which creates
emotional attachment
-.856
Positive perception and satisfaction influence me to
take repurchase decisions
-.668
I am always loyal towards the brand when I get the
required values
-.505
I feel satisfied to get branded products at minimum
price
-.736
Attractive store environment enhances my satisfaction -.619
I got every essential product which satisfies my need -.589
Satisfaction level creates emotional attachment towards
the brand
-.570
I enjoyed shopping when I perceived quality in branded
products
-.762
Quality of global brand generates shopping excitement -.739
Quality in product helps me to identify the brand -.734
I love to create emotional bonding with quality products .316 -.644
Product satisfaction always generates brand trust in me .844
Brand trust motivates me to continue the purchase of
the same brand in the future
.764
Emotional attachment towards brand generates brand
trust
-.389 .537
Extraction Method: Principal Component Analysis.
Rotation Method: Oblimin with Kaiser Normalization.
a
a. Rotation converged in 18 iterations.
Items load on the six factors
• ≥3 items loading on each
component
✅ Optimal
20. Analysis of Variance - Age Group
Brand Loyalty
H0: There is no difference in the brand loyalty for the age group
H1: There is difference
Sig = 0.291 (>0.05) Do not reject H0
ANOVA
Sum of
Squares df
Mean
Square F Sig.
Total Brand
Loyalty
Between
Groups
13.686 2 6.843 1.243 .291
Within Groups 1095.858 199 5.507
Total 1109.545 201
Total Brand
Trust
Between
Groups
13.508 2 6.754 1.432 .241
Within Groups 938.378 199 4.715
Total 951.886 201
Brand Trust
H0: There is no difference in the brand trust for the age group
H1: There is difference in the brand loyalty for the age group
Sig = 0.241 (>0.05) Do not reject H0
Brand Loyalty
Eta sq= 13.686/1109.545=0.012,
small effect size
Brand Trust
Eta sq= 13.508/951.886=0.014,
small effect size
21. Analysis of Variance - Age Group
Tests of Homogeneity of Variances
Levene
Statistic df1 df2 Sig.
Total Brand Loyalty Based on Mean .331 2 199 .719
Based on Median .237 2 199 .789
Based on Median and
with adjusted df
.237 2 192.837 .789
Based on trimmed mean .224 2 199 .800
Total Brand Trust Based on Mean .525 2 199 .593
Based on Median .555 2 199 .575
Based on Median and
with adjusted df
.555 2 196.408 .575
Based on trimmed mean .578 2 199 .562
Brand Trust
H0: All variance are equal (O2y=O2m=O2o)
H1: At least one of the variances is not equal
Sig=0.800 (>0.05) Do not reject H0
Brand Loyalty
H0: All variance are equal (O2y=O2m=O2o)
H1: At least one of the variances is not equal
Sig=0.719 (>0.05) Do not reject H0
22. Analysis of Variance - Income Level
ANOVA
Sum of
Squares df
Mean
Square F Sig.
Total Brand
Loyalty
Between
Groups
16.648 4 4.162 .750 .559
Within Groups 1092.897 197 5.548
Total 1109.545 201
Total Brand
Trust
Between
Groups
5.688 4 1.422 .296 .880
Within Groups 946.198 197 4.803
Total 951.886 201
Brand Loyalty
H0: There is no difference in the brand loyalty for income level
H1: There is difference brand loyalty for income level
Sig = 0.559 (>0.05) Do not reject H0
Brand Trust
H0: There is no difference in the brand trust for income level
H1: There is difference in the brand trust income level
Sig = 0.880 (>0.05) Do not reject H0
Brand Loyalty
Eta sq= 16.648/1109.545=0.015,
small effect size
Brand Trust
Eta sq= 5.688/951.886=0.006,
small effect size
23. Analysis of Variance - Income Level
Tests of Homogeneity of Variances
Levene
Statistic df1 df2 Sig.
Total Brand Loyalty Based on Mean 1.224 4 197 .302
Based on Median .922 4 197 .452
Based on Median and
with adjusted df
.922 4 178.572 .453
Based on trimmed mean 1.103 4 197 .357
Total Brand Trust Based on Mean 1.318 4 197 .264
Based on Median 1.259 4 197 .288
Based on Median and
with adjusted df
1.259 4 168.658 .288
Based on trimmed mean 1.224 4 197 .302
Brand Loyalty
H0: All variance are equal (O21=O22=O23=O24=O25)
H1: At least one of the variances is not equal
Sig=0.302 (>0.05) Do not reject H0
Brand Trust
H0: All variance are equal (O21=O22=O23=O24=O25)
H1: At least one of the variances is not equal
Sig=0.264 (>0.05) Do not reject H0
25. Correlation
Brand Loyalty Brand Trust
Pearson
Correlation
Brand Loyalty 1.000 .495
Brand Trust Relationship with Brand Loyalty
* Brand Trust are positively related to Brand
Loyalty
26. Regression
Independents Variables Relationship with Brand Trust
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 3.881 .848 4.580 <.001
Perceived Quality .133 .052 .186 2.568 .011
Perceived Value .218 .066 .246 3.313 .001
Perceived
Satisfaction
.095 .059 .121 1.615 .108
Perceived
Differentiation
.127 .049 .180 2.578 .011
a. Dependent Variable: Brand Trust
Perceived Quality, Perceived Value,
Perceived Differentiation is significant
towards Brand Trust
Perceived Satisfaction has no
significant towards Brand Trust
27. Regression
Independents Variables Relationship with Brand Loyalty
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 2.565 .888 2.889 .004
Perceived
Quality
.080 .054 .105 1.488 .138
Perceived Value .164 .069 .171 2.382 .018
Perceived
Satisfaction
.186 .062 .219 3.011 .003
Perceived
Differentiation
.210 .052 .276 4.065 <.001
a. Dependent Variable: Brand Loyalty
Perceived Value, Perceived
Satisfaction, and Perceived
Differentiation is significant
towards Brand Loyalty
Perceived Quality has no
significant towards Brand
Loyalty
28. Regression
Brand Trust Relationship with Brand Loyalty
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 5.477 .804 6.812 <.001
Brand Trust .534 .066 .495 8.058 <.001
a. Dependent Variable: Brand Loyalty
Brand Trust is significant
towards Brand Loyalty
29. Regression
Independents Variables Relationship with Brand Trust
Model
Sum of
Squares
df
Mean
Square
F Sig.
1 Regression 315.690 4 78.923 24.439 <.001b
Residual 636.196 197 3.229
Total 951.886 201
ANOVA
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .576a .332 .318 1.797
Model Summary
a. Dependent Variable: Brand Trust
b. Predictors: (Constant), Perceived Differentiation, Perceived
Quality, Perceived Value, Perceived Satisfaction
a. Predictors: (Constant), Perceived Differentiation, Perceived
Quality, Perceived Value, Perceived Satisfaction
b. Dependent Variable: Brand Trust
33.2% of the variation in Brand Trust can
be explained by variations in Perceived
Differentiation, Perceived Quality,
Perceived Value, and Perceived
Satisfaction.
Since sig is 0.001 < 0.05, hence there is
a relationship between Perceived
Differentiation, Perceived Quality,
Perceived Value, Perceived Satisfaction
and Brand Trust.
30. Regression
Independents Variables Relationship with Brand Loyalty
Model
Sum of
Squares
df
Mean
Square
F Sig.
1 Regression 411.253 4 102.813 29.005 <.001b
Residual 698.291 197 3.545
Total 1109.545 201
ANOVA
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .609a .371 .358 1.883
Model Summary
a. Predictor: (Constant), Total Perceived Differentiation, Total Perceived
Quality, Total Perceived Value, Total Perceived Satisfaction
b. Dependent Variable: Brand Loyalty
a. Dependent Variable: Brand Loyalty
b. Predictors: (Constant), Perceived Differentiation, Perceived Quality, Total
Perceived Value, Perceived Satisfaction
37.1% of the variation in Brand
Loyalty can be explained by variations
in Perceived Differentiation, Perceived
Quality, Perceived Value, and
Perceived Satisfaction.
Since sig is 0.001 < 0.05, hence there is
a relationship between Perceived
Differentiation, Perceived Quality,
Perceived Value, Perceived Satisfaction
and Brand Loyalty.
31. Regression
Brand Trust Relationship with Brand Loyalty
Model
Sum of
Squares
df
Mean
Square
F Sig.
1 Regression 271.933 1 271.933 64.931 <.001b
Residual 837.612 200 4.188
Total 1109.545 201
ANOVA
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .495a .245 .241 2.046
Model Summary
a. Predictors: (Constant), Brand Trust
b. Dependent Variable: Brand Loyalty
a. Dependent Variable: Brand Loyalty
b. Predictors: (Constant), Brand Trust
24.5% of the variation in Brand
Loyalty can be explained by variations
in Brand Trust
Since sig is 0.001 < 0.05, there is a
relationship between Brand Trust and
Brand Loyalty.
32. SMARTPLS - Standard
Originalsample(O) Samplemean(M) Standarddeviation(STDEV) Tstatistics(|O/STDEV|) Pvalues
BrandTrust->BrandLoyalty 0.241 0.241 0.074 3.26 0.001
PerceivedDifferentiation->BrandLoyalty 0.23 0.225 0.074 3.084 0.002
PerceivedDifferentiation->BrandTrust 0.18 0.182 0.091 1.98 0.048
PerceivedQuality->BrandLoyalty 0.082 0.084 0.076 1.081 0.28
PerceivedQuality->BrandTrust 0.185 0.189 0.101 1.835 0.067
PerceivedSatisfaction->BrandLoyalty 0.195 0.198 0.084 2.321 0.02
PerceivedSatisfaction->BrandTrust 0.118 0.124 0.079 1.501 0.133
PerceivedValue->BrandLoyalty 0.1 0.103 0.084 1.18 0.238
PerceivedValue->BrandTrust 0.25 0.242 0.087 2.874 0.004
Originalsample(O) Samplemean(M) Standarddeviation(STDEV) Tstatistics(|O/STDEV|) Pvalues
PerceivedDifferentiation->BrandTrust->BrandLoyalty 0.043 0.045 0.028 1.568 0.117
PerceivedQuality->BrandTrust->BrandLoyalty 0.045 0.046 0.031 1.463 0.143
PerceivedSatisfaction->BrandTrust->BrandLoyalty 0.028 0.03 0.022 1.286 0.199
PerceivedValue->BrandTrust->BrandLoyalty 0.06 0.057 0.025 2.424 0.015
R-square R-squareadjusted
BrandLoyalty 0.42 0.405
BrandTrust 0.332 0.319
f-square - M
atrix B
rand L
oyalty B
rand T
rust
B
rand L
oyalty
B
rand T
rust 0.067
P
erceived D
ifferentiation 0.061 0.033
P
erceived Q
uality 0.007 0.033
P
erceived S
atisfaction 0.039 0.013
P
erceived V
alue 0.01 0.057
34. Outcome
Hypotheses Result
H1 Perceived quality has a positive significant relationship with brand loyalty. Reject
H2 Perceived quality has a positive significant relationship with brand trust. Reject
H3 Perceived value has a positive significant relationship with brand loyalty. Reject
H4 Perceived value has a positive significant relationship with brand trust. Accept
H5 Perceived satisfaction has a positive significant relationship with brand loyalty. Accept
H6 Perceived satisfaction has a positive significant relationship with brand trust. Reject
H7 Perceived differentiation has a positive significant relationship with brand loyalty. Accept
H8 Perceived differentiation has a positive significant relationship with brand trust. Accept
H9 Brand trust has a positive significant relationship with brand loyalty. Accept
