Brand trust and brand loyalty in electronics home appliances in Bangladesh: moderating role of demography and brand-origin, social media and its usage duration

Uzir, Md Uzir Hossain and Bukari, Zakari and Abdul Hamid, Abu Bakar and Abdul Latiff, Ahmad Shaharudin and Haque, A. K. M. Ahasanul (2025) Brand trust and brand loyalty in electronics home appliances in Bangladesh: moderating role of demography and brand-origin, social media and its usage duration. Journal for Global Business Advancement, 17 (2). pp. 227-255. ISSN 1746-966X E-ISSN 1746-9678

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Abstract

The objective of the study is to inspect brand loyalty and its predictors in electronics home appliances (EHAs) considering social media usage, brand trust and demography effects in their relationships. Design: The study was conducted in Dhaka, Bangladesh, with 486 respondents using a structured questionnaire with a mall-intercept sampling. Collected data were analysed in statistical package for social socience (SPSS), and partial least square-structural equation modelling (PLS-SEM). Findings: The findings revealed customer satisfaction and brand awareness have an effect on brand trust; and brand trust is an influencer on brand loyalty. Contrarily, brand experience and brand image are insignificant with respect to brand trust as social media usage and respondent demography do not moderate the relationship. Implications: The findings contribute to the Stimulus-Organism- Response (S-O-R) theory. The practicing managers could make an effort to increase trust among EHA users. Originality and Value: The study is one of the first studies conducted on EHAs investigating the effect on brand trust on brand loyalty.

Item Type:	Article (Journal)
Uncontrolled Keywords:	customer satisfaction; brand loyalty; brand trust; customer brand experience; shopping mall intercept; PLS-SEM; partial least square-structural equation modelling; EHAs; electronics home appliances; Bangladesh.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	14 Dec 2025 18:20
Last Modified:	14 Dec 2025 18:20
Queue Number:	2025-12-Q593
URI:	http://irep.iium.edu.my/id/eprint/125286

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