An Assessment of the Relationship among Brand Trust, Perceived Value and Brand Loyalty of Fast Moving Consumer Goods

Nischay K Upamannyu, S S Bhakar, Pooja Bhakuni


The objective of the current study was to investigate the relationship between Brand Trust and Perceived value to develop brand loyalty with respect to fast moving consumer goods segment. The data was collected from various demographic segments in India through modified and standardized questionnaire. All the constructs were adapted from previously conducted studies and were modified according to the requirements of the current study. Collected data from various demographic segments was analyzed using Cronbach’s alpha reliability and Factor analysis test using IBM SPSS 21. Confirmatory factor analysis was used to confirm the emerged factors using AMOS 21. Results of CFA indicated extracted factors and emerged factors were confirmed using the standard threshold value. Scales of used constructs in the current study were standardized. Structural equation modeling was employed to establish the cause and effect relationship among the Brand trust, Perceived value and Brand loyalty. The results of SEM revealed a significant relationship between brand trust and brand loyalty at 5% level of significance. The significant relationship between brand trust and perceived value and perceived value and brand loyalty at was explored at 0.0001 level of significance.


Brand trust, Brand loyalty, Perceive value, CFA, SEM.

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