A Study on the Formation Mechanism of Fragrance BrandCustomer Loyalty from a Multidimensional Perspective:The Mediating Role of Brand Trust
DOI:
https://doi.org/10.66438/skh.dssr.v2i4.97Keywords:
Social Bonding, Brand Reputation, Brand Trust, Customer Loyalty, Extraversion Personality TraitsAbstract
Against the backdrop of the emotional economy and consumption upgrading, the fragrance industry is shifting from a scent accessory to a lifestyle expression. Cultivating customer loyalty has become a core strategic issue for brand competition. However, existing general loyalty models struggle to explain the trust and loyalty formation mechanism specific to fragrance, a high-emotional-involvement product category. Integrating Social Exchange Theory, Signal Theory, and Customer Loyalty Theory, this study constructs a multidimensional integrated model to investigate how Social Bonding and Brand Reputation jointly influence customer loyalty through the mediating role of Brand Trust. This study introduces extraversion as a moderating variable to reveal the boundary conditions of Brand Trust formation. As a theory-building study, this paper develops propositions rather than empirically testable hypotheses. The expected outcomes will advance customer loyalty theory towards greater refinement and contextualization, and provide theoretical support for fragrance brand management and precise customer relationship maintenance.
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