Influence of Trust and Affect on Brand Loyalty and Brand Performance

Abstract

Television channels in India are multiplying every day, and there is intense competition to garner viewers. In this tussle, brand building becomes essential, and garnering customer loyalty is essential to stay in the market. In this context, this chapter explores the role of trust and affect in creating loyalty and influencing brand performance of television channels in the Indian context. The conceptual model is an adaptation of Chaudhuri and Holbrook's (2001) chain of effects study of trust, affect, purchase loyalty, and attitudinal loyalty. This chapter also reviewed journalism literature, and certain constructs were adapted from such studies so there is an amalgam of both brand building and journalism disciplines to give validity to the application of the conceptual model for television channels. The results indicate that affect creates a strong impact on brand loyalty, and loyalty also has a strong impact on brand performance. The strength of the chapter lies in the fact that it applies brand management principles to the media sector where the industry follows such practices but academic studies are very few in number.