EXAMINING THE IMPACT OF BRAND TRUST ON BRAND EQUITY A Study on Smart Phone Handsets Industry in Bangladesh

Abstract

The study intended to examine the impact of the various facets of brand trust, brand reliability (BR) and brand intention (BI), on Overall Customer Satisfaction. The study also intended to measure their impact on Brand Loyalty and Brand Equity. Such impact of BR and BI on Overall Customer Satisfaction, Brand Loyalty, and Brand Equity was examined in the context of smartphone handsets industry in Bangladesh considering four brands currently available in Bangladesh: iPhones, Samsung, Symphony, and Walton. The sampling technique adopted in the study was non-probabilistic in nature. Sample size was 120 and self-administered questionnaires were used to collect data using the appropriate instruments. Reliability of the constructs considered in the study was measured by using Cronbach Alpha values, which were found to be in the acceptable range. It was found that both BR and BI have a significant impact on Overall Customer Satisfaction. The changes in the Overall Customer Satisfaction can be explained by the changes in both BR and BI by 71.40%. But BR was found to have more relative impact on Overall Customer satisfaction due higher beta value. It was also found that both BR and BI have a significant impact on Brand Loyalty. The changes in the Brand Loyalty can be explained by the changes in both BR and BI by 51.50%. But BR was found to have more relative impact on Brand Loyalty due higher beta value. Similarly, it was found that both BR and BI have a significant impact on Brand Equity. The changes in the Brand Equity can be explained by the changes in both BR and BI by 56.90%. But BR was found to have more relative impact on Brand Loyalty due higher beta value. In a nutshell, both BR and BI were found to affect customer satisfaction, brand loyalty, and brand equity. But in all cases BR was found to have more relative impact than BI.