African Journal of Economic and Management Studies

Brand communication, brand image and brand trust as antecedents of brand

loyalty in Gauteng Province of South Africa
Richard Chinomona

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Richard Chinomona , (2016),"Brand communication, brand image and brand trust as antecedents of
brand loyalty in Gauteng Province of South Africa", African Journal of Economic and Management
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AJEMS
7,1

124
Received 17 March 2013
Revised 13 June 2013
22 July 2013
9 June 2014
22 September 2014
Accepted 30 September 2014

Brand communication, brand

image and brand trust as
antecedents of brand loyalty in
Gauteng Province of South Africa
Richard Chinomona
Marketing Division, School of Economic and Business Sciences,
University of the Witwatersrand, Johannesburg, South Africa

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Abstract

African Journal of Economic and

Management Studies
Vol. 7 No. 1, 2016
pp. 124-139
Emerald Group Publishing Limited
2040-0705
DOI 10.1108/AJEMS-03-2013-0031

Purpose The purpose of this paper is to examine the influence of brand communication, brand
image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng
Province of South Africa.
Design/methodology/approach Data were collected from 151 respondents, an 89 per cent
response rate, using anonymously completed questionnaires. Research scales were operationalized on
the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate,
using anonymously completed questionnaires. Research scales were operationalized on the basis of
previous work. Proper modifications were made in order to fit the current research context and
purpose. Brand communication measure used six-item scales while Brand image used eight-item
scale measure. Brand trust and brand loyalty used a four-item scale measure. All the measurement
items were measured on a five point Likert-type scales that was anchored by 1 strongly disagree to
5 strongly agree to express the degree of agreement.
Findings The four posited hypotheses were empirically tested. The results supported all the
hypotheses in a significant way except one (H2). Important to note about the study findings is the fact
that brand communication has a stronger effects on brand image than on brand trust. However, brand
image strongly influences brand trust. Notably too, the relationship between brand trust and brand
loyalty is robust. This finding indicates that brand communication can have a strong influence on
brand trust and brand loyalty via brand image. Perhaps this could be due to the fact that customers are
likely to trust and be more loyal to brands with good image and reputation.
Research limitations/implications Despite the usefulness of this study aforementioned, the
research has its limitations. Most significantly, the sample size was small and limited to Gauteng
Province of South Africa. The study can be strengthened by increasing the sample size and including
participants in other geographical areas. Future studies can also attempt to compare the perceptions
of customers on the current study antecedents of brand loyalty from non-durable/FMCG to other
product/service categories groups.
Practical implications The findings of this empirical study are expected to have to provide fruitful
implications to both practitioners and academicians. On the academic side, this study makes a
significant contribution to the brand management literature by systematically exploring the impact of
brand communication on brand image, brand trust and brand loyalty in South Africa. On the
practitioners side, this study therefore submits that marketers ought to pay attention to both brand
communication and brand image in order to build customer brand trust. By increasing the perceived
level of brand image through effective brand communication, marketers will be able gain customer
brand trust. Eventually, the customers will become loyal to a brand they perceive to trustworthy.
In this regard, from a policy perspective, it is recommended that managers and business strategists
ought to develop policies and strategies aimed at winning customers brand loyal or increasing
customers brand trust since such an endeavour is likely to lead to customer retention and marketing
cost reduction. There is growing evidence in the extent literature indication that loyal customers are
likely to share their experience with brands with their peers through word of mouth (WOM)
(Bennetta et al., 2005; Zehir et al., 2011; Russell-Bennett et al., 2013). At the same time, the society will
tend to benefit from such information shared by their peers based on their brand experience.

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Originality/value Overall, the current study findings provide tentative support to the
proposition that brand communication, brand image and brand trust should be recognized
as significant antecedents for gaining and sustaining brand loyalty in South Africa. This
study therefore, stand to immensely contribute new knowledge to the existing body of brand
management literature in Africa a context that is often most neglected by some researchers
in developing countries.
Keywords South Africa, Brand communication, Brand trust, Brand image, Brand loyalty
Paper type Research paper

1. Introduction
Brand loyalty is a focal point of interest for marketing researchers and practitioners. In
fact, it is a concept that has garnered much interest over recent decades, with numerous
companies seeking to establish brand loyalty from their consumers. Among some of the
reasons cited by many firms are arguments that brand loyalty generates numerous
benefits like erecting barriers to competitors, generating greater sales and revenues,
reducing customer acquisition costs and inhibiting customers susceptibility to
marketing efforts of competitors (Rundle-Thiele and Mackay, 2001). Thus, brand
loyalty has been used by marketers as a strategic potent weapon to proffer a sustainable
competitive advantage (Keller and Lehmann, 2006; Runyan and Droge, 2008). It is also
argued in the extant literature that a critical issue for the continued success of a firm is its
capability to retain its current customers and make them loyal to its brands (RussellBennett et al., 2007). It is further argued that the costs of attracting a new customer have
been found to be up to six times higher than the costs of retaining old ones (Rosenberg
and Czepiel, 1983). In addition to that, loyal customers are typically less price sensitive
(Krishnamurthi and Raj, 1991), and the presence of a loyal customer base provides the
firm with valuable time to respond to competitive actions (Aaker, 1991). Besides, a large
number of loyal customers is a competitive asset for a brand, and has been identified as a
major determinant of its equity.
However, the million dollar question posed by Russell-Bennett et al. is that why do
consumers commit to buying a brand time after time? Numerous researchers have
proposed different factors as antecedents of brand loyalty. For instance, some scholars
put forward psychological constructs such as trust, satisfaction, commitment and
perceived value to explain consumer brand loyalty (Morgan and Hunt, 1994;
Sirdeshmukh et al., 2002; Harris and Goode, 2004; Woodside and Walser, 2007; He et al.,
2012). However, some researchers such as Mukherjee and He (2008), Marin et al., (2009)
and He and Li (2010) among other consider social identity motivations such as
consumer self-expression, self-enhancement and self-esteem brand identity and brand
identification as explanations for consumer brand loyalty. While some studies such as
one by He et al. (2012), have attempted to integrate the psychological and social identity
perspectives to explain brand loyalty, the brand communication-brand loyalty linkages
mediated by psychological or social identity constructs remain under researched.
In addition to this void, there appear to be dearth of studies that investigate these
relationships from a African developing country perspective.
Premised on the identified research gaps, the current study seeks to investigate the
influence of brand communication on brand loyalty and the mediating role of brand
image and brand trust in this relationship in South Africa. Above and beyond, the
current study is expected to make academic and practical contributions to the existing
branding literature and the practice of branding communication in developing
countries South Africa in particular.

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The remainder of the paper is structured as follows. The next section presents a
literature review section. The research methodology section which include data
collection procedure, construct operationalization and measurement, follows thereafter.
The subsequent section offers data analysis and results, and discussion and
implications of the study findings. Lastly, in the concluding section, the limitations of
the study along with suggestions for future research are highlighted.

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126
2. Literature review
2.1 Brand communication
A brand is a name, term, sign, drawing or any combination of these, that serves to
identify a firms goods or services and differentiate them from those of competitors
(American Marketing Association). According to Jones and Kim brands are assets and
sources of competitive advantage for both manufacturers and retailers. Brands offer
customers a tangible example of their brand statement through their products and/or
experiences, which they provide to the market-place for consumers (Runyan and Droge,
2008). Brand communication is when that idea or image of a product or service is
marketed so that the distinctiveness is identified and recognized by many consumers.
Advertising professionals in business enterprises undertake brand communication not
only to build brand recognition, but also to build good reputations and a set of
standards to which the company should strive to maintain or surpass (Sahin et al.,
2011). The extant literature shows that brand communication has been consistently
found to play an important role in creating positive brand attitudes (Keller and
Lehmann, 2006). It is therefore, the primary integrative element in managing brand
relationships with customers and creates positive brand attitudes such as brand
satisfaction and brand trust (Runyan and Droge, 2008; Sahin et al., 2011). According to
Zehir et al. (2011), the objective of brand communication has been to expose the
audience to a brand, whereby the effect can be maximized in terms of increased
awareness and higher recall, so that the customer will buy the brand which has the
highest recall; and to satisfy the customer to the optimum level. As noted by Sahin et al.
(2011), brand communication can be one-way (indirect communication) and two ways
(one-to-one or direct communication). One-way communication consists of print-TVradio advertising, etc. This type of communication mainly aims to increase brand
awareness; to improve brand attitudes such as brand satisfaction and brand trust; and
to affect purchasing behaviour, such as brand choice (Hoek et al., 2000; Zehir et al.,
2011). Two-way or direct brand communication focus mainly on directly influencing
existing-customer buying behaviour and are essentially transaction oriented (Low and
Lamb, 2000; Sahin et al., 2011). Several previous studies have shown that direct brand
communication can influence consumers satisfaction for a brand (Panda, 2004; Grace
and OCass, 2005; Zehir et al., 2011; Sahin et al., 2011).
2.2 Brand image
Brand image has been defined as the consumers mental picture of the offering and it
includes symbolic meanings that consumers associate with the specific attributes of the
product or service (Salinas and Prez, 2009; Bibby, 2011). Sksjrvi and Samiee
defined brand image as a series of or the sum the total of brand associations held in the
memory of the consumers that led to perceptions about the brand, while Low and Lamb
(2000) defined it as the reasoned or emotional perceptions consumers attach to specific
brands. In other words, it is seen as the representation of a brand in the consumers

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mind that is linked to an offering or a set of perceptions about a brand the consumer
forms as reflected by brand associations (Cretu and Brodie, 2007). Thus, brand image is
the soul of the product or service. In business markets, brand image can also be
expected to play an important role, especially where it is difficult to differentiate
products or services based on tangible quality features (Mudambi et al., 1997; Shankar
et al., 2008). It is usually transmitted to consumers, makes them believe in the products
in a certain level, and further helps them to make a purchase decision (Torres and
Bijmolt, 2009). Marketers usually regard brand image as the basis of how consumers
assess the quality of the product or service, that is, the external clue of the products
(Cretu and Brodie, 2007). The understanding is that, consumers will utilize brand image
to infer their awareness of the product or service or maintain their quality
consciousness to the product or service (Bibby, 2011). Moreover, brand image can be
viewed as a set of relative localization, identical quality guaranteeing and the function
attribute of the product and service which make consumers reflect their self-image and
which help make purchase decisions (Aghekyan-Simonian et al., 2012). In addition to
that, the extant branding literature points out that the products with stronger brand
image can really reduce consumers cognitive risk and increase consumers to appraise
to the target product or service (Kwon and Lennon, 2009). In this regard, consumers
often make use of the sense of brand image to infer the quality of the product or service
and decide their behaviour (Salinas and Prez, 2009). Thus, the quality of the brand
image indirectly cause consumers cognition of the product or service quality. Besides,
utilizing the ideal brand image not only assists enterprises to establish market
positions, but also protect brands from other competitors (Cretu and Brodie, 2007). For
this reason, enterprises today work hard to maintain their brand image and as such
invest substantial resources to develop names with a favourable image (Shankar et al.,
2008). Given this recognized importance, it is not surprising why brand images have
been increasingly considered primary topics for many marketing businesses (Torres
and Bijmolt, 2009).
2.3 Brand trust
Trust can be defined as the extent to which a consumer believes that a certain brand he
or she has confidence in satisfies his or her desire. In this case, the consumer is willing
to rely on the brand he or she has confidence in the benefits (Carroll and Ahuvia, 2006).
According to Pavlou et al. (2007), brand trust is the willingness of the average consumer
to rely on the ability of the brand to perform its stated function. The extant marketing
literature reveals that trust is more prominent in situations of uncertainty, information
asymmetry and fear of opportunism (Chiu et al., 2010). Thus, the role of trust is to
decrease uncertainty and information asymmetry and make customers feel comfortable
with their brand (Gefen et al., 2003; Pavlou et al., 2007). For instance, if people realize the
utilitarian and hedonic values of their brand their trust would increase (Carroll and
Ahuvia, 2006). In this study, brand trust refers to the willingness of the average
consumer to rely on the ability of the brand to perform its stated function (Wang and
Emurian, 2005).
2.4 Brand loyalty
The importance of brand loyalty has been recognized in the marketing literature
for at least three decades. A cross-examination of the existing literature show that
brand loyalty leads to certain marketing advantages such as reduced, marketing costs,

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more new customers and greater trade leverage (Algesheimer et al., 2005). In addition to
that, brand loyalty is a prerequisite for a firms competitiveness and profitability
(Chaudhuri and Holbrook, 2001). For this reason, every firm desires to have its brands
with high-customer loyalty (Morrison and Crane, 2007). Thus, brand loyalty is
considered in the marketing literature as one of the ways with which the consumer
expresses his/her satisfaction with the performance of the product or service received
(Ballester and Aleman, 2001; Coulter et al., 2003). According to Ching and Chang, brand
loyalty indicates a consumers preference to buy a single brand name in a product class
as a result of the perceived quality of the brand and not its price. The extant branding
literature conceptualizes brand loyalty to have two dimension, namely, behavioural
and attitudinal brand loyalty (Algesheimer et al., 2005). Behavioural brand loyalty is
defined as a deeply held commitment to rebuy or repatronize a preferred product or
service consistently in the future, despite situational influences and marketing efforts
having the potential to cause switching behaviour (Morrison and Crane, 2007).
Attitudinal brand loyalty refers to repeat purchase intention, the willingness to pay a
premium price or the loyal consumers willingness to expend a larger amount of
monetary resources to acquire the brand, and intention of WOM (Algesheimer et al.,
2005) which is the tendency or inclination to speak favourably about the brand. Thus
attitudinally loyal consumers who are willing to endorse their preferred brand are
distinguished from repeat purchasers who may continue repurchase but lack the
inclination to disseminate favourable WOM about the brands. The current study
defines brand loyalty according to Morrison and Crane (2007), who expressed it as a
deeply held commitment to rebut or repatronize a preferred product/service
consistently in the future.
3. Conceptual model and hypothesis development
In order to empirically test the interrelationships between brand communication on
brand image, brand trust and brand loyalty, a conceptual model is developed premised
on the reviewed marketing and in particular brand management literature. In this
conceptualized model brand communication is the predictor while brand image and
brand trust are the mediators. Brand loyalty is the single outcome variable. Figure 1
depicts this conceptualized research model. The hypothesized relationships between
the research constructs will be discussed thereafter.
3.1 Brand communication and brand image
According to Narayanan and Manchanda (2010), communication plays an important role
in building a brand image. One of the responsibilities of marketers is to communicate and
disseminate information about a brands attributes and its advantages to the customers
in the pre-entering stage and/or the stages of further experience (Chaudhuri, 2002).
Brand Communication

H2
H4

H1
Brand Trust

Figure 1.
Conceptual model

Brand Image

H3

Brand Loyalty

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First, the marketers need to communicate the inherent advantage of the brand
(functionality aspect) to the customers (Su and Rao, 2010). This serves to reflect the
relevant attribute of the product or service and how the brand can solve consumers
nature demand of consumption and help them solve or avoid the problem they encounter
(Salinas and Prez, 2009). In addition to that, brand communication serves to disseminate
the external advantages of the brand (symbolism). The purpose of this is to communicate
the relevant attributes that can satisfy or meet consumers inner need, such as
consumers pursuit of self-esteem and social identity. Furthermore, marketers need to
communicate other customers experience with a brand, for instance, the customers
satisfaction experience with using a brand and how this brings happiness and pleasure
that makes them want to repurchase a brand. All in all, this fosters brand image building
in the mind of the customers. Hence, it can be posited that the higher
the level of brand communication, the higher the expected level of brand image
the customers will conceptualize. Prior empirical evidence has found a positive
relationship between brand communication and brand image (e.g. Narayanan and
Manchanda, 2010). Therefore, based on the forgoing discussion and empirical evidence
this study posits that:
H1. Brand communication has a positive significant effect on brand image in South
Africa.
3.2 Brand communication and brand trust
Su and Rao (2010) state one of the objectives of brand communication has been to
expose the audience to a brand. The effects of such an exposure are that, it increases
awareness and higher recall, so that the customers will buy brands that satisfy them to
the optimum level (Sksjrvi and Samiee, 2011). Satisfaction with a brand
performance is likely to lead to a positive brand attitude (Shankar et al., 2008).
According to Low and Lamb (2000), brand attitudes encapsulate the meaning that
consumers attach to brands and eventually leading to brand trust and loyalty (Hoek
et al., 2000). For that reason, astute marketers expend considerable effort on brand
communication in order to create and maintaining customer positive attitudes towards
their brands (Grace and OCass, 2005). Therefore, it can be posited that the higher the
level of brand communication by marketers, the higher the expected customers brand
trust. Prior empirical evidence has found a positive relationship between
brand communication and brand trust (e.g. Su and Rao, 2010) and hence brand
communication can be expected to lead to brand trust in the context of South Africa.
Therefore, it can be postulated that:
H2. Brand communication has a positive significant effect on brand trust in South
Africa.
3.3 Brand image and brand trust
The extant literature reveals that brand image is often reflected by perceptions about a
brand and brand associations held in the customers or consumers memory (Lee and
Tan, 2003). Thus, the more favourable the brand image, the more positive the
assertiveness or confidence towards the branded product and its attributes the
customers will have (Bennetta et al., 2005). Thus, brand image may serve as an
important surrogate for intrinsic product attribute information, which in turn fosters
customers confidence in a brand (Pavlou et al., 2007). Eventually, the more confidence
the customers have in a brand, the more likely they will trust that brand. Previous

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research findings have supported a positive linkage between brand image and brand
trust (Cretu and Brodie, 2007). Similarly, in the current study, it is expected that a
favourable brand image will increase customer confidence in a brand end consequently
lead brand trust (Del Rio et al., 2001; Keller, 1993). Thus, based on the aforementioned
discussion and empirical evidence this study posits that:
H3. Brand image has a positive significant effect on brand trust in South Africa.
3.4 Brand trust and brand loyalty
According to Agustin and Singh (2005), trust reduces the uncertainty in an
environment in which consumers feel especially vulnerable because they know they
can rely on the trusted brand. When a brand has the ability to continue to meet the best
interests and expectations of the customers, then the customers are likely to trust the
brand. For instance, the customers will infer if the brand is reliable functionally, if the
quality is credible or brand safety before they consider trusting that brand (Bart et al.,
2005). Thus, brand trust is a result of a customers careful and well thought process
regarding a brand and may be viewed as leverage of its reliability and credibility
(Chaudhuri and Holbrook, 2001). This in return, may reinforce the consumers repeat
buying behaviour and eventually lead brand attitudinal and behavioural or purchase
loyalty in the future (Delgado et al., 2003). Consequently, a trustworthy brand is one
that consistently keeps its promise of value to customers through its superior
performance, hence warranting customer brand loyalty in the process (Chiou and
Droge, 2006). Therefore, it can be posited that the higher the level of brand trust by
customers, the higher the expected customers brand loyalty. Prior empirical evidence
has found a positive relationship between brand trust and brand loyalty (e.g. Morgan
and Hunt, 1994; Doney and Cannon, 1997; Chiou and Droge, 2006) and hence brand
trust can be expected to lead to brand loyalty in the case of South Africa. Therefore,
it can be hypothesized that:
H4. Brand trust has a positive significant effect on brand loyalty in South Africa.
4. Research methodology
4.1 Sample and data collection
The target population for the study was South African consumer in Gauteng who
purchased any consumer goods. The sampling unit was the individual consumer.
A mall intercept survey was used. This method has the advantage of speed, is less
costly and the researcher has control over respondent type. Four shopping malls in
Vanderbijlpark were selected for this survey. Students from the Vaal University of
Technology were recruited as research assistants to distribute and collect the
questionnaires. Of the total of 170 questionnaires distributed, 151 usable questionnaires
were retrieved for the final data analysis, representing a response rate of 89 per cent.
To eliminate differences in response patterns due to different reference points, all
respondents were prompted to answer the questionnaire with reference to non-durable
consumer goods. The reason for selecting this category was that consumers frequently
purchase these products. In this regard, the respondents were asked to identify a
product category in which they had frequently made a purchase intention decision.
Respondents were then asked to name a brand in that category and they were
requested to think about that brand as they complete the entire questionnaire, guided
by the research assistants.

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4.2 Measurement instrument and questionnaire design

Research scales were operationalized on the basis of previous work. Proper modifications
were made in order to fit the current research context and purpose. Brand communication
measure used six-item scales adapted from Zehir et al. (2011). Brand image used
eight-item scale measure all adapted from Salinas and Prez (2009). Brand trust and
brand loyalty used a four-item scale measure adopted from Chaudhuri and Holbrook
(2001). All the measurement items were measured on a five point Likert-type scales that
was anchored by 1 strongly disagree to 5 strongly agree to express the degree of
agreement. Individual scale items are listed in the Appendix.

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4.3 Respondent profile

Table I presents the description of the participants. The respondents were asked to
report their demographic information, including gender, age, marital status and
education. The respondents were predominantly females (57.6 per cent). The median
age group of the respondent was that of less than 30 years (54.3 per cent). In total,
57 per cent of the respondents were single. About 71 per cent of the respondents had
either high school (43.7 per cent) or university level of education (27.2 per cent) and the
remainder had primary school (19.9) or postgraduate level of education (0.09 per cent).
5. Data analysis
In this study, structural equation modelling (SEM) approach using Smart partial least
squares (PLS) statistical software (Ringle et al., 2005) was used to test the posited
hypotheses in the conceptual research model. Smart PLS is a recently developed for
simultaneously testing the proposed relationships between all variables in a conceptual
research model using PLS path modelling (Chin, 1998). According to Liljander et al. (2009)
PLS is a prediction-oriented, variance-based approach to SEM, premised on very few
Frequency

Gender
Male
Female
Total

64
87
151

42.4
57.6
100

Age
30
31-60
60
Total

82
51
18
151

54.3
33.8
11.9
100

Marital status
Married
Single
Total

65
86
151

43.0
57.0
100

Level of education
Primary school
High school
University
Postgraduate
Total

30
66
41
14
151

19.9
43.7
27.2
Table I.
0.09 Sample demographic
100
characteristics

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assumptions about the distribution of the variables. Further to that, unlike the more
traditional maximum likelihood SEM techniques such as LISREL and AMOS (Byrne,
2001); Smart PLS requires relatively few observations. Since the current study sample
size is relatively small (151) Smart PLS was found more appropriate and befitting the
purpose of the current study.
5.1 Measurement model
The researcher checked the measurements reliability and validity. Reliability was mainly
checked using the composite reliability (CR) and Cronbachs value. To ensure
convergent validity, the researcher checked if items loaded on their respective (a priori)
constructs with loadings greater than 0.5, while discriminant validity was checked by
average variance extracted (AVE) value and ensuring that there was no significant interresearch variables cross-loadings (Chin, 1998). Smart PLS performs a confirmatory factor
analysis (CFA) while estimating the structural model (SEM). The CFA results are reported
in Table II and Figure 2, while the SEM results are presented in Table IV and Figure 2.
As can be seen (Table II), all items have loadings greater than 0.6 (Nunnally and
Bernstein, 1994), indicating that they explain at least 60 per cent of what they expected to
measure (convergent validity). The lowest AVE value is 0.612 which exceeds the
recommended 0.5 (Fornell and Larcker, 1981) an indication of the existence of
discriminant validity. However, to guarantee sufficient discriminant validity between the
research constructs, the square root of the AVE of each factor should exceed the
correlations between that factor and all other factors (Fornell and Larcker, 1981). In this
Research
construct

Table II.
Accuracy analysis
statistics

Items mean value Items SD Cronbachs value CR value AVE value Factor loading

BC BC 1
4.03
0.783
0.915
0.935
0.706
0.698
BC 2
3.97
0.721
0.839
BC 3
3.98
0.761
0.884
BC 4
3.95
0.801
0.780
BC 5
4.06
0.760
0.928
BC 6
4.08
0.780
0.892
BI BI 1
3.89
0.737
0.910
0.926
0.612
0.735
BI 2
4.01
0.759
0.777
BI 3
4.09
0.714
0.782
BI 4
3.99
0.731
0.744
BI 5
3.96
0.766
0.804
BI 6
4.08
0.883
0.792
BI 7
4.04
0.910
0.800
BI 8
4.01
0.864
0.819
BT BT 1
4.04
0.814
0.842
0.894
0.679
0.837
BT 2
4.11
0.876
0.839
BT 3
4.19
0.826
0.861
BT 4
3.98
0.735
0.755
BL BL 1
4.03
0.727
0.861
0.905
0.705
0.871
BL 2
4.09
0.752
0.813
BL 3
3.99
0.685
0.834
BL 4
4.01
0.739
0.839
Notes: BC, brand communication; BI, brand image; BT, brand trust; BL, brand loyalty; CR, composite
reliability; AVE, average variance reliability. aScores: 1 strongly disagree; 3 neutral; 5 strongly agree

BC1

BT2

BT1

0.837 0.839 0.861 0.755

BC2
0.839
0.884
0.780

BC3
BC4
BC5

Brand loyalty
in Gauteng
Province

BT4

BT3

0.698

0.928

0.100

0.000

0.511

0.379

BC

0.520

BL1
0.871
0.813
0.834
0.839

0.261

BT

BL

BL2
BL3

0.557
0.892

133

BL4

Bl
0.270

BC6

0.777 0.782 0.744 0.804 0.792 0.800

0.735
Bl1

Figure 2.
Measurement
and structural
model results

0.819
Bl2

Bl3

Bl4

Bl5

Bl6

Bl7

Bl8

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Notes: BC, brand communication; BI, brand image; BT, brand trust; BL, brand loyalty

study the least squared root of AVE is 0.782 while the highest inter-construct correlation
value is 0.610. This therefore further confirms the existence of discriminant validity. Using
the CR value and cronbachs value, the measurement instruments reliability was
assessed and lowest values are 0.894 and 0.842, respectively, which exceeds the
recommended acceptable value of 0.7 (Nunnally and Bernstein, 1994). All in all, these
results confirm the reliability and validity of the measurement used in this study (Table III).
Smart PLS software does not provide goodness-of-fit (GoF) measures for the full
path model as like LISREL and AMOS, but it provides only R2 values for the dependent
variables. However, a method to calculate a global GoF measure was proposed by
Amato et al. (2004), and this method takes into account both the quality of the
measurement model and the structural model (Tenenhaus et al., 2005; Streukens, 2008).
The global GoF statistic was calculated using the following equation:
q
GoF

AVE  R

where AVE represent the average of all AVE values for the research variables while R2
represents the average of all R2 values in the full path model.
The calculated global GoF is 0.45, which exceeds the threshold of GoF W 0.36
suggested by Wetzels et al. (2009). Thus, this study concludes that the research model
provides an overall good fit.
5.2 Testing of the hypotheses
The results in Table IV and Figure 2 provide support for all the four hypotheses.
H1 posited a positive relationship between brand communication and brand image,
Research constructs
Brand
Brand
Brand
Brand

communication (BC)
image (BI)
trust (BT)
loyalty (BL)

BC

BI

BT

0.520
0.390
0.417

0.610
0.625

0.511

Notes: BC, brand communication; BI, brand image; BT, brand trust; BL, brand loyalty

BL

Table III.
Inter-construct
correlation matrix

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134

while H2 posited a positive association between brand communication and brand trust.
Consistent with H1 and H2, results indicated that higher levels of brand
communication will lead to higher levels of brand image (0.520) and brand trust (0.100).
The standardized coefficients of brand image and brand trust (0.556) is positive and
significant. This is consistent with the prediction of H3 and is supported. Thus, a
higher level of brand image is associated with higher levels of brand trust. Finally,
results in Table IV and Figure 2, are in line with H4 and support the reasoning that the
higher the level of brand trust the customers have, the higher their brand loyalty
(0.511). Therefore, H4 is strongly supported.
Table IV provides the t-statistics for the hypothesized relationships. Except for
brand communication-brand trust relationship (H2) with t-statistics of 1.140, the
minimum t-statistics is 5.835 and therefore exceeds the recommended threshold of 2.
This means that while all the posited positive relationships are supported, H2 is
statistically insignificant. Thus, this confirms the statistical significance of all the
posited relationships except H2.
6. Conclusion and discussion
The purpose of this study was to investigate the influence of brand communication on
brand image and brand trust and consequently brand loyalty. In particular, four
hypotheses were postulated. To test the proposed hypotheses, data were collected from
Gauteng Province in South Africa. The empirical results supported all the posited
research hypotheses in a significant way except H2.
Important to note about the study findings is the fact that brand communication has
stronger effects on brand image (0.520) than on brand trust (0.100) which is not
supported. Perhaps the insignificant relationship between brand communication and
brand trust may be explained by the fact that consumers are likely to develop trust in a
brand over a period of time (Morgan and Hunt, 1994), for instance after some positive
experiences and satisfaction with that brand. However, brand image strongly
influences relationship brand trust (0.557). Notably too, the relationship between brand
trust and brand loyalty is robust (0.511). By implication, this finding indicates that
brand communication can have strong influence on brand trust and brand loyalty via
brand image. Perhaps this could be due to the fact that customers are likely to trust and
be more loyal to brands with good image and reputation (Chiou and Droge, 2006).
6.1 Implications of the study
The business world is ever-increasingly becoming competitive and sustaining brand
loyalty is an enormous challenge for marketers. Many marketing researchers as well as
practitioners emphasize the critical role of brand communication in order to affect brand
image, brand trust and eventually brand loyalty. In particular, marketing managers in

Proposed hypothesis relationship

Table IV.
Results of structural
equation model
analysis

Hypothesis

Path
coefficients

t-statistics

Brand communication (BC)Brand image (BI) H1

0.520
6.602
Brand communication (BC)Brand trust (BT) H2
0.100
1.140
Brand image (BI)Brand trust (BT)
H3
0.557
7.568
Brand trust (BT)Brand loyalty (BL)
H4
0.511
5.837
Notes: BC, brand communication; BI, brand image; BT, brand trust; BL, brand loyalty

Rejected/
supported
Supported
Rejected
Supported
Supported

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South Africa are therefore encouraged to adopt strategies that enhance brand
communication since this is likely to increase the awareness and image of their brands.
Eventually, the brand image will increase the consumers brand trust and loyalty. The
brand communication strategies that can be adopted by marketing managers in South
Africa include among others, brand promotion and joint advertisements.
The current study is an attempt to investigate these relationships in an often most
neglected context the African context. By and large, the findings of this empirical
study are expected to have to provide fruitful implications to both practitioners and
academicians. On the academic side, this study makes a significant contribution to the
brand management literature by systematically exploring the impact of brand
communication on brand image, brand trust and brand loyalty in South Africa. Overall,
the current study findings provide tentative support to the proposition that brand
communication, brand image and brand trust should be recognized as significant
antecedents for gaining and sustaining brand loyalty in South Africa.
On the practitioners side, the important influence of brand communication and
mediating role of brand image and brand trust in South Africa is highlighted.
This study therefore submits that marketers can benefit from the implications of these
findings. For instance, given the robust relationship between brand communication
and brand image (0.520) and also between brand image and brand trust (0.557),
marketers ought to pay attention to both brand communication and brand image in
order to build customer brand trust. By increasing the perceived level of brand image
through effective brand communication, marketers will be able gain customer
brand trust. Eventually, the customers will become loyal to a brand they perceive
to trustworthy.
Overall, drawing from the research findings, one can put forward that theoretically
marketers tend to gain consumers brand trust only when the consumers perceive the
brand to have a good image via brand communication. Thus brand communication
that does not build a good brand image will not earn the consumers brand trust.
6.2 Limitations and future research
Despite the usefulness of this study aforementioned, the research has its limitations. First
and most significantly, the study can be strengthened by increasing the sample size and
including participants in other geographical areas. Second, the current study was limited
to South Africa. For results comparisons, subsequent researches should contemplate
replicating this study in other developing countries. Finally, the present study did not
examine such factors as brand involvement, brand experience and brand satisfaction.
Future studies should focus on the antecedents and their potential effects on brand
loyalty. All in all, these suggested future avenues of study stand to immensely contribute
new knowledge to the existing body of brand management literature in Africa a context
that is often most neglected by some researchers in developing countries.
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Appendix. Measurement instruments
Brand communication (Zehir et al., 2011)
I react favourably to the advertising and promotions of this brand.
I feel positive towards the advertising and promotions of this brand.
The advertising and promotions of this brand are good.
The advertising and promotions of this brand do good job.
I am happy with the advertising and promotions of this brand.
I like the advertising and promotions of this brand.
Brand image (Salinas and Prez, 2009)
The products of this brand have a high quality.
The products of this brand have better characteristics than competitors.
The products of the competitors brand are usually cheaper.
This brand is nice.
This brand has a personality that distinguishes itself from competitors.
This brand does not disappoint its customers.
This brand is one of the best brands in the sector.
This brand is very consolidated in the market.
Brand trust (Chaudhuri and Holbrook, 2001)
I trust this brand.
I rely on this brand.
This is an honest brand.
This brand is safe.
Brand loyalty (Chaudhuri and Holbrook, 2001)
The next time I need that product, I will buy the same brand.
I intend to keep purchasing this brand.
I am committed to this brand.
I would be willing to pay a higher price for this brand over other brands.
Corresponding author
Professor Richard Chinomona can be contacted at: rchinos@hotmail.com
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