The Role Of Brand Image On Brand Trust And Loyalty For Purified Drinking Bottled Water Brands In Tachileik

Htoo Thit Aung, Chai Ching Tan


Bottled water consumption has been on the rise globally but the brand image of bottled water remains unstudied. Motivated by the significant value of brand image as a source of brand equity, particularly from customer-based aspect, this study puts an emphasis on brand image in examining its role on brand trust and brand loyalty. The contribution lies not only in revealing the image role in bottled water, but also the cognitive, affective and sensory domains of image perceptions. In other words, cognitive image, affective image, and sensory image are studied. While cognitive image is rational in nature of the perceptual process and has closer relationship with the tangible aspects of encounters and experiences with the brand, the affective or emotional image is more related to feelings that arise as a result of, for instances, corporate social responsibility (CSR) and customer services. Sensory aspect of brand image is vastly neglected in the extant literature. These three dimensions of brand image form the customers’ mental constructions and gives rise to meaningful perceptions to influence brand trust and brand loyalty. The findings of this study can provide the brand marketers with a strategic guide to improve the brand perceptions of consumers and thus induce brand loyalty. Besides, on the theoretical domain, this study provides an imagery insight in more balanced manner – cognitively, affectively, and sensory wise. The main statistical analysis tools to be used are factor analysis, reliability analysis, t-test, ANOVA, multiple regression and structural equation modeling (SEM) analyses, including mediating impact analysis. Data would be collected from the consumers of purified bottled water in Tachileik, Myanmar.

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