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Relationship of brand credibility Brand credibility,

attitude toward
and brand loyalty: the mediating brand and brand
loyalty
effects of attitude toward brand
M. Ikram Ul Haq
Department of Management Sciences, Lahore Garrison University,
Lahore, Pakistan Received 1 August 2021
Revised 21 January 2022
Abdul Khaliq Alvi 16 March 2022
Accepted 7 April 2022
Department of Management Sciences, Lahore Garrison University,
Lahore, Pakistan and
School of Management, Universiti Sains Malaysia, Penang, Malaysia
Muhammad Akram Somroo
Department of Mass Communication, University of the Punjab,
Lahore, Pakistan, and
Nadeem Akhtar and Ashfaque Ahmed
Department of Management Sciences, Yanbu University College,
Yanbu, Saudi Arabia

Abstract
Purpose – Current research addresses the issue of brand loyalty while identifying its potential predictors. The
research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and
the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines
the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.
Design/methodology/approach – This is a cross-sectional research. Data is collected with the help of
structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung
users from Lahore, Pakistan.
Findings – Results indicate that brand credibility has a positive influence on attitude toward brand and brand
loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand
loyalty.
Research limitations/implications – There are some limitations of the current research. It includes only
the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research
can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current
research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research
will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on
the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like
Karachi, Multan and Faisalabad may also be included for generalization.
Practical implications – This research provides a practical framework for the marketing department of
Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude
toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and
attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these
variables will also be helpful for the marketing department of Samsung for checking the level of propose
relationships periodically and comparing it with previous results which will provide the true picture about
propose relationships. If the value of propose relationships increases or remains at same level, then Samsung
can maintain the current policies about these variables and if the value of these variables decreases, the
Samsung will improve the current policies about these variables.
Originality/value – This research contributed in theory of reasoned action by proposing the brand
credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained
separately. This research adds to the body of literature by checking the mediating effect of attitude toward
brand for the relationship of brand credibility and brand loyalty. Journal of Economic and
Administrative Sciences
Keywords Attitude toward brand, Brand credibility, Brand loyalty, Samsung, Lahore, Pakistan © Emerald Publishing Limited
1026-4116
Paper type Research paper DOI 10.1108/JEAS-08-2021-0142
JEAS 1. Introduction
The variable interest of this study is brand loyalty. Brand loyalty is main concept and large
number of organizations consider it as a standard. This concept emerged in the field of
marketing in 1923 (Kabiraj and Shanmugan, 2011). Nowadays, a number of organizations are
concentrating on brand loyalty for gaining competitive advantage and more profit. A large
number of research studies are carried out in many organizations and diversified products
(Sheeraz et al., 2016). In the beginning, this concept was calculated by percentage of entire
consumptions, and buying probability (Hern
andez Garc
ıa et al., 2011). This concept focuses
on quality, functionality and price of a product and services.
In this current research, brand loyalty is considered as variable of interest. The research
studies described that organizations spend more money on loyal customers compared to non-
loyal customers. Hence, loyal consumers are considered an organization’s utmost valued
group (Bi, 2019). Saini and Singh (2020a, b) examine that negative or positive perceptions of
customers are related with brand.
The pattern of consumption rate of non-durable and durable products is not the same
(Thiele et al., 2017). Customers purchase non-durable products on a regular basis while
durable products on irregular basis (Thiele et al., 2017). Alkhawaldeh and Eneizan (2018)
conducted their research on durable products and found that brand awareness, brand image
and perceived quality had significant impact on brand loyalty. Similarly, Uzir et al. (2021)
conducted their research on durable products in Asian cultural context and found that
customer satisfaction had a significant impact on brand loyalty. Aburumman and Nieto
(2019) conducted their research on electronic products in Jordan and found that products
attributes and customer satisfaction had significant impact on brand loyalty. Li et al. (2019)
conducted their research on electronic products in South Korea and found that brand trust
and green brand satisfaction had significant impact on brand loyalty.
Brand loyalty is customer attractiveness with any famous brand (Garbinsky et al., 2014).
A customer will bring, trust and loyalty to the brand if he/she is loyal in his/her expectations
and beliefs. The loyal customers are remaining loyal even in the situation of bad strategies of
that organization (Garbinsky et al., 2014). Scioletti et al. (2017) examine that 54% complaining
customers were not loyal with the brand. Moreover, 10% customers are switching annually
from one brand to another brand. Researchers claimed that a company can spend 6 times
more money for attracting new customers as compared to existing customers. It is also noted
that the organizations can increase profit up to 60% by decreasing potential immigration of
consumers upto 5% (Roslan et al., 2018; Mbama and Ezepue, 2018).
Smartphones are a radical and magical invention, and the technology of these mobile is
ahead than any other mobiles (Arthur, 2012). Furthermore, smartphones are operated with
the help of processors having faster processing speed with little use of electricity, and there
are large number of functions like web browsing, games and lot of other features like
innovative techniques of augmented reality (Divestopedia and Institute, 2016). There is
increasing demand of smartphones. Growth of smartphone market raised by 0.7% (344.7
million deliveries) in 2016 (Sohn et al., 2019) in developed countries like Western Europe,
Japan and Canada. China is the leading country which stands first in market of android
mobiles with share of 87.6% (IDC, 2016). Samsung is considered as top rank smartphone
company in the world as its market share is about 22.8% as compared to other smartphone
companies (Sohn et al., 2019). This company is considered as market leader due to its latest
technology (Zhang et al., 2020). Different regions and countries like Middle East, Africa and
South Asia booked huge shipments of Samsung mobiles due to its technology and affordable
prices (IDC, 2016; Zhang et al., 2020). This company stands in top five mobile companies along
with other companies such as Huawei, Apple, Vivo and OPPO (Zhang et al., 2020). These are
some of the main reasons due to which we considered customers of Samsung mobiles as
target customers.
 This research aims to investigate the relationship of brand credibility and attitude toward Brand credibility,
brand loyalty. Brand credibility is an import factor which is still investigated in marketing attitude toward
research studies. Brand credibility positively links with brand loyalty (Alam and Noor, 2020).
Research which was carried out on customers of Apple brand examined that brand credibility
brand and brand
has a positive impact on brand credibility (Thanh et al., 2020). Brand credibility is considered loyalty
as a critical factor for the customers to advance the feelings of connection with that brand and
develop better relations with consumers of that particular brand (An et al., 2019).
Attitude toward brand has positive impact on customer loyalty (Hwang et al., 2021).
Attitude toward brand considers more important in marketing research (Liu et al., 2020).
Attitude toward brand promotes the positive feeling in customers for purchasing a particular
brand (Vidyanata et al., 2018).
Current study considers the customers of Samsung mobiles as target population. This
research uses the positive behaviors of employees regarding brand loyalty, brand credibility
and attitude toward brand. According to Muhammad et al. (2016), there is scarcity about the
empirical research studies for the relation of brand credibility and attitude toward brand.
They argued that there are a few research studies that examine this relationship empirically
(Lafferty and Goldsmith, 2004; Lafferty et al., 2002). However, some recent research studies
examine this relationship empirically (For, e.g. Muhammad et al., 2016; Chin et al., 2020).
Similarly, direct relationship of attitude toward brand and customer loyalty is also rarely and
empirically examined (e.g. Bagram and Khan, 2012; Hwang et al., 2021). Moreover, direct
relationship of brand credibility and customer loyalty is widely examined (Sweeney and
Swait, 2004; Alam and Noor, 2020; Rizwan et al., 2014; Ahmad et al., 2014; Azadi et al., 2015;
Thanh et al., 2020). From the best of researcher knowledge, this research is an initial effort as
no previous research examined the mediating role of attitude toward brand for the relation of
brand credibility and brand loyalty.
Current research is designed to answer the following research questions. First, does brand
credibility have a positive impact on brand loyalty and attitude toward brand? Second, does
attitude toward brand have positive impact on brand loyalty? Third, does attitude toward
brand play a mediating role in the relationship between brand credibility and brand loyalty?

2. Literature review
2.1 Brand loyalty
Brand loyalty is defined as an inner obligation to re-consider or re-purchase or a favored
service/product purchase in the future, triggering a purchase of the specific brand or product,
without situational influencers and promotional offers having the strength to stop switching
behaviors (Van Lam et al., 2018). Hoyer et al. (1994) define brand loyalty as, “Consumers
buying the same brand repeatedly because of a strong preference for it.” According to Akin
(2017), the cumulative importance of the brand idea led toward investigation of numerous
notions. He further argued that brand loyalty is considered as the most important concept
among these. It is concluded that brand loyalty is a very important variable due to which a
company can engage their customers and they can purchase their products again and again.
Every organization have strong wish to attain or create the loyal customers. Every kind of
relation links with the customer, and each aspect such as icon, image, button or placement
play a noteworthy part in the judgments and associations regarding that organization. Brand
loyalty can result in many benefits like loyal customer who purchase the products of that
company without any obligations and encourage the others to purchase the products of that
company.
Loyalty is defined “as a continuous purchase of products and services made by
consumers, and unchanged purchasing decisions of the consumers despite whatever reason
due to any external factors” (Kwong and Candinegara, 2014). Brand loyalty is to calculate the
JEAS customer’s obligation to a specific brand, and it becomes the base for valuation of a brand
(Supphellen and Kjell, 2003; Srivastava and Rai, 2018). So, brand loyalty is defined “as the
positive attitude and behavioral response of the consumer to one or more brands in a product
category over a period” (Srivastava and Rai, 2018). Brand loyalty explains by customer’s
favorable feeling about a brand which result in repeat purchase (Hu et al., 2012; Rather, 2018).

2.2 Brand credibility

A brand is a well-known source which is known by its name, design, logo and symbol (Kotler
and Keller, 2016). Additionally, the survival of brands unfolds the complicated decision-
making procedure (Kotler and Keller, 2016). In the view of customers, searching of low-cost
product is considered riskier as compared to credible brand (Kotler and Keller, 2016).
Moreover, a brand should always have strong will to deliver its promises (Erdem and Swait,
2004). del Barrio-Garc
ıa and Prados-Pe~ na (2019) and Erdem and Swait (2004) describe that
“credibility refers to the capacity and willingness of brands to consistently deliver what they
promise and is formed through a combination of reliability and experience.” In simple words,
credible brands help the customers to differentiate the similar services or products which is
offered by different brands.
Brand credibility facilitates the organizations to generate brand loyalty. Brand credibility
is the main source to overcome bad word of mouth (Erdem and Swait, 2004). Customers select
credible brands or products (Erdem and Swait, 2004). It is concluded that credible brand
provides more advantages to customers. Brand credibility has significant positive influence
on loyalty (Alam and Noor, 2020). According to Thusyanthy (2018), if brands fulfill their
promises, then it is termed credibility (Erdem and Swait, 2004). Credibility is one of the
significant attributes of a brand (Drton and Maathuis, 2017; Spry et al., 2011). Brand
credibility positively links with brand loyalty (Sweeney and Swait, 2004; Alam and Noor,
2020). Moreover, brand credibility has a positive impact on attitude toward brand (Sheeraz
et al., 2016). Based on these facts, we shall assume the following hypotheses.
H1a. Brand credibility has a positive relationship with brand loyalty.
H1b. Brand credibility has a positive relationship with attitude toward brand.

2.3 Attitude towards brand

Attitude toward brands is considered as the utmost distinguishing notion in industrial
psychology and marketing literature. It is the most examined issue in to identify the
behaviors of consumers (Belch et al., 2005). According to Kruger and Saayman (2010), attitude
is comparative, stable, context-specific complete assessment of about structures of a
consumer’s environment (Hoyer et al., 2012; Petruzzellis et al., 2018). Therefore, brand attitude
can be labeled as a customer’s general assessment of the aptitude of the brand to fulfill desires
(Liu et al., 2020).
Attitude toward brand is defined by Rizvi and Oney (2018) as a person’s entire assessment
of a brand. It mostly relies on customer’s individual insights about brand, and this is
considered as a dependable predictor of attitude of customers about a brand (Deng et al.,
2018). The overall assessment of a customer with a brand is called attitude toward brand.
Mogaji and Danbury (2017) and Hucklebridge et al. (2005) describe that a consumer’s
attitude toward brand is essentially determined by an encouraging behavior about the brand.
Attitude toward brand results in brand loyalty (Liu et al., 2020). A personal assessment of a
customer about a brand is called attitude toward brand which results in brand loyalty.
Attitude toward brand has a positive effect on brand loyalty (Abimbola et al., 2012). Based on
this fact, we shall assume the following hypothesis.
 H2. Attitude toward brand has positive relationship with brand loyalty. Brand credibility,
Different researchers use the attitude toward brand for relationship of different variables, attitude toward
organizational setting and in cultural context (For, e.g. Adis et al., 2015; Muhammad et al., brand and brand
2016; Vidyanata et al., 2018). Moreover, brand credibility has direct relationships with brand loyalty
loyalty (Sweeney and Swait, 2004; Alam and Noor, 2020) and attitude toward brand (Sheeraz
et al., 2016). And attitude toward brand has direct relationship with brand loyalty (Abimbola
et al., 2012).
Due to above stated relationships we shall assume the following hypothesis of mediation.
H3. Attitude toward brand mediates the relation of brand credibility and brand loyalty.

3. Conceptual model
3.1 Hypothesized Model

Brand +H2 Attitude +H3 Brand

Credibility toward Loyalty
Brand
+H1

Independent Variable Mediating Variable Dependent Variable

4. Theoretical framework of research

Similarly, the theory of reasoned action is used to explain the phenomenon of brand loyalty
(Ha and James, 1998). Ha further argued that brand loyalty can be explained with the help of
two interrelated antecedents. According to Ha and James (1998), attitude toward buying or
experience about use of anything (product/services) is the antecedents of brand loyalty.
Moreover, based on the reasoned action theory, Beatty and Kahle (1988) proposed that
attitude toward brand has an impact on brand loyalty and Alam et al. (2012) proposed that
brand credibility has a positive relationship with brand loyalty. Current study uses the two
interrelated antecedents of brand loyalty, brand credibility and attitude toward the brand.
Brand credibility is based on the experience about use of anything (product/services) and
attitude toward brand belongs to attitude toward buying. Credibility of any product and
services can be checked after having the experience of that product or services.

5. Instrumentation
For this research, the scale of brand credibility consists of ten items (Wang and Hsu, 2010).
Responses were taken on five-point Likert scale (1 being “strongly disagree” and 5 “strongly
agree”). In this study, the scale of attitude toward brand consists of eight items (Krosnick
et al., 1993). Response of first five items were taken on five-point Likert scale (1 being
“strongly disagree” and 5 “strongly agree”). Response of the last three items were taken on
five-point Likert scale (1 being “very bad” and 5 “very good”). The scale is adopted from the
researcher (Krosnick et al., 1993). Brand loyalty is measured with four items (Kim, 1998). This
scale comprises a five-point Likert scale (1 being “strongly disagree” and 5 “strongly agree”).

5.1 Methodology
5.1.1 Target population. Customers of Samsung Mobile users who live in Lahore are the target
population.
JEAS 5.1.2 Research design. This is the cross-sectional study. Because data is collected from the
customers of a single time point.
5.1.3 Sample size. Sample consisted of 220 customers of Samsung mobile users and is
based on item response theory (1:10) (Kim, 2014; Jackson, 2003).
5.1.4 Sampling technique. According to Zikmund et al. (2013), in probability sampling
there is equal chances about sampling of every member in sample. We shall also apply the
probability sampling technique when population is known. Data is collected from four
branches of Samsung mobiles (SES). In Lahore, there are four SES branches of Samsung
mobiles. SES branches are those where only the mobiles of Samsung are available. In Lahore,
other branches are also caring the mobiles of other companies as well, i.e. Apple, Huawei etc.
Data is collected with the help of simple random sampling. For making the population
known current research making the list of employees who visited the four SES branches
located in Lahore. For this purpose, the researcher collected the data and made a list of 1,210
customers with basic information (Name, Addresses, E-mail Addresses, Contact Numbers) of
Samsung users within 20 days and then run data on excel sheet and selected 310 customers
randomly and then distributed the questionnaires to these customers. Finally, researchers
received 220 complete questionnaires which was used in the final analysis.

6. Result and discussion

Table 1 indicates the values of factor loading of all items of scale. Merenda (1997, p. 160),
suggested that in behavioral and social sciences that minimum value of factor loading is 0.30.
Also, Hair et al. (1998) also described that minimum value of factor loadings 0.30 and value of
factor loading more than 0.40 was considered as important.

Statements “Extraction”

Brand credibility
This brand reminds me of someone who is competent and knows what s/he is doing 0.724
This brand has the ability to deliver what it promises 0.696
This brand delivers what it promises 0.494
This brand’s product claims are believable 0.468
Over time, my experiences with this brand have led me to expect it to keep its promises, no more 0.645
and no less
This brand has a name you can trust 0.586
This brand does not pretend to be something it is not 0.570
This brand is very attractive to me 0.503
This brand is very elegant 0.691
I think the image of this brand is very beautiful 0.593
Brand loyalty
I will continue to use Samsung mobile because I am satisfied and acquainted with the brand 0.488
I will use Samsung mobile in spite of competitors’ deals 0.717
I would buy additional products and service of Samsung mobile 0.615
I prefer the Samsung mobile to others 0.590
Attitude toward brand
Samsung mobile important for me 0.421
Samsung mobile is very relevant for me 0.454
I have thought about the Samsung mobile 0.592
I am very confident with evaluation of Samsung mobile 0.532
I am very certain regarding evaluation of Samsung mobile 0.639
Samsung mobile is very good 0.511
Table 1. Samsung mobile is very positive for me 0.604
Factor analysis I liked the Samsung mobile very much 0.421
Above table indicates that all the items have value > 0.40. So, all the values fall in Brand credibility,
acceptable range, which indicates that these items must be included in final analysis (see attitude toward
Table 2).
Rotated component matrix confirms that there are three types of variable in the analysis,
brand and brand
i.e. three kinds of brand credibility, brand loyalty and attitude toward brand. loyalty

6.1 Model fitness ratios

Table 3 provides the values of model fitness ratios. For model fitness ratios we consider the
value of Chi-Square (CMIN). This value is 578.442, DF (degree of freedom) 5 18.52, value of
p 5 0.000 and CMIN/DF 5 4.23. Marsh (1985) and Wheaton et al. (1977) propose that this
value must fall between the interval of 2 and 5. In the view of Hair et al. (1998) values of CFI,
NFI and GFI must be closer to 1. Above table provides that CFI 5 0.952, NFI 5 0.912 and
GFI 5 0.794, and all these values are closer to 1. According to Browne and Cudeck (1993),
value of RMSEA is also less than 1. Value of RMSEA in the above table is 0.337, which is less
than 1. All the values fall in range. Hence, model of the current research is also considered fit
for the research.

Components
Statements I II III

Brand credibility
This brand reminds me of someone who is competent and knows what s/he is 0.037 0.152 0.807
doing
This brand has the ability to deliver what it promises 0.021 0.080 0.802
This brand delivers what it promises 0.081 0.024 0.532
This brand’s product claims are believable 0.025 0.107 0.567
Over time, my experiences with this brand have led me to expect it to keep its 0.153 0.021 0.767
promises, no more and no less
This brand has a name you can trust 0.103 0.069 0.735
This brand does not pretend to be something it is not 0.007 0.160 0.657
This brand is very attractive to me 0.056 0.025 0.597
This brand is very elegant 0.134 0.156 0.783
I think the image of this brand is very beautiful 0.113 0.194 0.728
Brand loyalty
I will continue to use Samsung mobile because I am satisfied and acquainted 0.010 0.649 0.107
with the brand
I will use Samsung mobile in spite of competitors’ deals 0.054 0.825 0.041
I would buy additional products and service of Samsung mobile 0.178 0.757 0.003
I prefer the Samsung mobile to others 0.199 0.732 0.108
Attitude toward brand
Samsung mobile important for me 0.532 0.324 0.123
Samsung mobile is very relevant for me 0.628 0.198 0.053
I have thought about the Samsung mobile 0.709 0.183 0.026
I am very confident with evaluation of Samsung mobile 0.702 0.034 0.066
I am very certain regarding evaluation of Samsung mobile 0.796 0.027 0.026
Samsung mobile is very good 0.704 0.001 0.011 Table 2.
Samsung mobile is very positive for me 0.768 0.028 0.094 “Rotated component
I liked the Samsung mobile very much 0.542 0.069 0.160 matrix”

CMIN DF CMIN/DF CFI NFI GFI RMSEA

Table 3.
Model 78.442 18.52 4.23 0.952 0.912 0.80 0.337 Model fitness ratio
JEAS 7. Reliability analysis
According to Zikmund et al. (2013), if Cronbach’s alpha falls below 0.60, then we consider the
data as poor reliable; if Cronbach’s alpha falls between 0.60 and 0.70, then we consider the
data as fair reliable; if Cronbach’s alpha falls between 0.70 and 0.80, then we consider the data
as good reliable. Value of Cronbach’s alpha of brand credibility, attitude toward brand and
brand loyalty are 0.731, 0.709 and 0.705 respectively. All the values indicate that data is
reliable.

8. Correlation
Table 4 provides the values of correlation. Correlation analysis explains the kind of
relationship between the variables. Table 4 shows that r 5 0.396 for BL and ATB. This shows
that positive significant relationship with one another – “r” of correlation 5 0.376 for brand
credibility and brand loyalty which indicates that positive significant relationship with one
another; “r” of correlation 5 0.306 for brand credibility and attitude toward brand. This
shows that these variables have positive significant relationship with one another.

8.1 Regression analysis

In regression analysis, we incorporate both techniques, i.e. simple linear regression and
multiple linear regression analysis.

8.2 Impact of brand credibility on brand loyalty

Tables 5, 6 and 7 describe the effect of BC on brand loyalty. Test for this regression is a simple
linear regression. Value of R2 is 31.2% which is >25%. Value of F is 46.166. This value is also
a good one. The value of p of F 5 0.000. This value is <0.01. This value is also in
acceptable range.

BL ATB BC

BL 1
ATB 0.396** 1
Table 4. BC 0.376** 0.306** 1
Correlation Note(s): ** mean good significant

Model R R-square Adjusted R-square Std. error of the estimate

a
Table 5. 1 0.623 0.312 0.302 0.50709
Model summary Note(s): aPredictors: (Constant), BC

Model Sum of squares df Mean square F Sig

1 Regression 9.300 1 9.300 46.166 0.000a

Residual 56.571 220 0.257
Total 65.870 221
Table 6. Note(s): aPredictors: (Constant), BC
b
ANOVAb Dependent Variable: BL
 For effect of BC on brand loyalty p is 0.000. This value is <0.01. This means that Brand credibility,
hypothesis about the effect of BC on brand loyalty is accepted. Value of β for this relationship attitude toward
is 44.7. This shows that one-unit change in BC results in 44.7% change in brand loyalty. This
result is similar with the results of Sweeney and Swait (2004). As the nature of relationship is
brand and brand
positive in results of previous research studies and in the current study and their value of β loyalty
are also close.
Above table describes the effect of BC on attitude toward brand. Value of R2 is 28.1%
which is >25%. Value of F is 35.711. This value is also good one. The value of p of F 5 0.000.
This value is <0.01. This value is also in acceptable range.
8.3 Impact of brand credibility on attitude toward brand
Tables 8, 9 and 10 describe about impact of brand credibility on attitude toward brand. Test
for this regression is simple linear regression. For effect of BC on attitude toward brand p is
0.000. This value is <0.01. This means that the hypothesis of about the effect of BC on attitude
toward brand is accepted. Value of β for this relationship is 32.7. This shows that one-unit
change in BC result in 32.7% change in attitude toward brand. This result is similar with the
results of Sheeraz et al. (2016). As the nature of relationship is positive compared with the

Unstandardized Standardized c
coefficients oefficients
Model B Std. Error Beta T Sig

1 (Constant) 2.106 0.289 0.376 7.299 0.000

Table 7.
BC 0.45 0.074 6.014 0.000 Coefficientsa

Model R R-square Adjusted R-square Std. error of the estimate

a
1 0.551 0.281 0.271 0.46789 Table 8.
Note(s): aPredictors: (Constant), BC Model summary

Model Sum of squares df Mean square F Sig

1 Regression 4.972 1 4.972 35.711 0.000a

Residual 48.163 220 0.219
Total 53.135 221
Note(s): aPredictors: (Constant), BC Table 9.
b
Dependent variable: ATB ANOVAb

Unstandardized Standardized c
coefficients oefficients
Model B Std. Error Beta t Sig

1 (Constant) 2.598 0.266 0.306 9.759 0.000

BC 0.33 0.069 4.766 0.000 Table 10.
Note(s): aDependent variable: ATB Coefficientsa
JEAS results of previous research studies and in the current research study and their value of β are
also close.
Above table describes the effect of ATB on brand loyalty. Value of R2 is 26.2%, which is
>25%. Value of F is 40.797. This value is also a good one. The value of p of F 5 0.000. This
value is <0.01. This value is also in acceptable range (see Figures 1 and 2).

8.4 Impact of attitude toward brand on brand loyalty

Tables 11, 12 and 13 describe about impact of attitude toward brand on brand loyalty. Test
for this regression is simple linear regression. For effect of ATB on brand loyalty p is 0.000.
This value is <0.01. This means that hypothesis of about effect of ATB on brand loyalty is
accepted. Value of β for this relationship is 44.0. This shows that change in one unit of ATB
result in 44.0% change in brand loyalty. This result is similar with the results of (Abimbola
et al., 2012). As the nature of relationship is positive in results of previous research studies and
in the current study and their value of β are also close.

8.5 Combine effect of brand credibility and attitude toward brand on brand loyalty
Tables 14, 15 and 16 describe about impact of combine effect of brand credibility and attitude
toward brand on brand loyalty. For checking the mediation influence of attitude toward
brand for the relation of brand credibility with brand loyalty, current research uses the
process of Baron and Kenny (1986). For direct relationships, current research applies the

Brand
+H2 Attitude +H3 Brand
Credibility
toward Loyalty
Brand
Figure 1.
+H1
Hypothesized model

“Attitude toward
Brand”

0.33 0.44

“Brand Credibility” Brand Loyalty

Figure 2. 0.45/0.33
Mediation diagram

Model R R-square Adjusted R-square Std. error of the estimate

a
Table 11. 1 0.542 0.262 0.271 0.50257
Model summary Note(s): aPredictors: (Constant), ATB
simple linear regression method. Current research analyzes the three direct relationships. Brand credibility,
Tables 5–13 describe that all these relationships are significant. For evaluating the mediation attitude toward
effect, current research regresses the independent variable (brand credibility) with mediator
variable (brand loyalty) on brand loyalty with the help of multiple linear regression analysis.
brand and brand
It is observed that the value of β is reduced from 0.447 to 0.344. This value describes that loyalty
mediation does exist for the relation of brand credibility with brand loyalty, but this is partial

Model Sum of squares df Mean square F Sig

1 Regression 10.304 1 10.304 40.797 0.000a

Residual 55.566 220 0.253
Total 65.870 221
Note(s): aPredictors: (Constant), ATB Table 12.
b
Dependent Variable: BL ANOVAb

Unstandardized Standardized c
coefficients oefficients
Model B Std. Error Beta T Sig

1 (Constant) 2.130 0.268 0.396 7.945 0.000

ATB 0.44 0.069 6.387 0.000 Table 13.
Note(s): aDependent variable: BL Coefficientsa

Model R R-square Adjusted R-square Std. error of the estimate

a
1 0.564 0.286 0.291 0.48186 Table 14.
Note(s): a. Predictors: (Constant), ATB, BC Model summary

Model Sum of squares df Mean square F Sig

1 Regression 15.021 2 7.510 32.346 0.000b

Residual 50.850 219 0.232
Total 65.870 221
Note(s): aDependent Variable: BL Table 15.
b
Predictors: (Constant), ATB, BC ANOVAa

Unstandardized Standardized c
coefficients oefficients
Model B Std. error Beta t Sig

1 (Constant) 1.211 0.328 3.689 0.000

BC 0.33 0.074 0.281 4.507 0.000
ATB 0.35 0.069 0.310 4.964 0.000 Table 16.
Note(s): aDependent Variable: BL Coefficientsa
JEAS mediation. Hence mediation of attitude toward brand between the relationship of brand
credibility and brand loyalty exists. This is the main finding of current study.

9. Conclusion and recommendations

Brand loyalty is an important variable which is now considered by almost every big
organization. This research describes the relationship of brand credibility, attitude toward
brand and brand loyalty. This research is carried out to answer the following questions: does
brand credibility have positive impact on brand loyalty and attitude toward brand? Does
attitude toward brand have positive impact on brand loyalty? Does attitude toward brand
play a mediating role in the relationship between brand credibility and brand loyalty? Results
indicate that these three questions are addressed properly. This research proposes two
questions (hypothesis) for direct relationships and one question (hypotheses) for the
mediation effect of attitude toward brand between the relationships of brand credibility with
brand loyalty. Results indicate that brand credibility and attitude toward brand has positive
effect on brand loyalty. Both attitude toward brand and brand loyalty strengthen the brand
credibility. So, Samsung mobiles will improve their current policies regarding enhancing the
level of brand credibility and attitude toward brand in future. Similarly, attitude toward
brand has positive significant effect on brand loyalty. Results also describe that attitude
toward brand positive partially mediates the relationship of brand credibility with brand
loyalty which served to be the main finding of current study.

10. Limitations
Some limitations of this study should be considered when the current results are interpreted.
It includes only the range of customers of Samsung mobiles who are within the boundaries of
Lahore, Pakistan; this may lead toward the common method bias. This research is conducted
in developing country like Pakistan; here, level of brand loyalty exist at lower level as
compared to developed counties. Demographic variables were included as control variables
in the regression analysis and are taken as serious limitations. An additional limitation of
present research is that the obtained results cannot be comprehensive to female customers
because majority of the participants were males and this raised the question of
generalizability of the results especially on female customers. As this study is based on
bounded questions, this may mislead toward true response in shape of opinion about propose
variables. This research includes few positive predictors of brand loyalty. This research
includes only positive antecedents of brand loyalty, e.g. positive attitude toward brand and
brand credibility. This research does not include the potential outcomes of brand loyalty.

11. Future research studies

Longitudinal studies will facilitate an understanding of the relationship between the
variables in more depth. Demographic variables must be included in final analysis, which will
provide insights of customers. It is interesting to include the customers of other mobile
companies such as Apple, OPPO, Q mobiles and Vivo, which can compare the level of
customer loyalty among the customers of these companies. In future, it is better to take the
data from some developed countries and some developing countries instead of Pakistan,
compare the results of these countries in the proposed framework. This research should not
be limited to mobile industry because other sectors like banking, beverage, cosmetic, textile
and fashion also use the concept of brand loyalty for generating more profit and for
competitive advantage also. In future, interviews will also be a helpful tool for attaining the
complete information about the brand loyalty and other variables. In future research studies,
mix method can be used to get more accurate responses from the customers of Samsung Brand credibility,
mobiles. In future, some negative antecedents of brand loyalty, negative attitude toward attitude toward
brand and brand credibility can also be measured. In future studies, other potential
antecedents like pleasure, product quality, brand image, brand reputation and brand
brand and brand
experience can also be included along with current variables. In future research studies, some loyalty
outcomes like superior marketing performance and firm profitability and customer behavior
and positive word of mouth can be measured too.

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Further reading
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Corresponding author
Abdul Khaliq Alvi can be contacted at: khaliqalvi@gmail.com

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