The Impact of Perceived Benefits from a Brand on Brand Trust, Affect and Loyalty

Abstract

As to marketing managers and researchers, it is very important to understand and meet consumers’ needs, which can be measured by consumer perceived benefits. This study will help both marketing managers and researchers to better understand the effect of consumer perceived benefits on consumer behavior. This study is to investigate the impact of perceived benefits, which has three dimensions, functional, experiential, symbolic benefits, on brand trust, brand affect and brand loyalty. Surveys are conducted with consumers from China and Korea. The results of this study indicate that 3 dimensions of consumer perceived benefits have impact on brand trust and brand affect in different ways, which builds the level of brand loyalty. Furthermore, brand trust and brand affect have different influence on the level of brand loyalty. A comparison between Chinese consumers and Korean consumers are also discussed in the study.