Title: Brand trust and brand loyalty in electronics home appliances in Bangladesh: moderating role of demography and brand-origin, social media and its usage duration

Authors: Md. Uzir Hossain Uzir; Zakari Bukari; Abu Bakar Abdul Hamid; Ahmad Shaharudin Abdul Latiff; A.K.M. Ahasanul Haque

Addresses: Lincoln University College, Wisma Lincoln, No. 12-18, Jalan SS 6/12, 47301, Petaling Jaya, Selangor Darul Ehsan, Malaysia ' Department of Marketing and Customer Management, University of Professional Studies, Accra, Ghana ' Infrastructure University Kuala Lumpur, Block 11, De Centrum City, Jalan Ikram-Uniten, 43000, Kajang, Selangor Darul Ehsan, Malaysia ' Putra Business School, Universiti Putra Malaysia (UPM), Level 3, Office Building of the Deputy Vice Chancellor (Research & Innovation) 43400, UPM, 43400, Seri Kembangan, Selangor, Malaysia ' Department of Business Administration, International Islamic University Malaysia, P.O. Box 10, 50728 Kuala Lumpur, Malaysia

Abstract: Purpose: The objective of the study is to inspect brand loyalty and its predictors in electronics home appliances (EHAs) considering social media usage, brand trust and demography effects in their relationships. Design: The study was conducted in Dhaka, Bangladesh, with 486 respondents using a structured questionnaire with a mall-intercept sampling. Collected data were analysed in statistical package for social socience (SPSS), and partial least square-structural equation modelling (PLS-SEM). Findings: The findings revealed customer satisfaction and brand awareness have an effect on brand trust; and brand trust is an influencer on brand loyalty. Contrarily, brand experience and brand image are insignificant with respect to brand trust as social media usage and respondent demography do not moderate the relationship. Implications: The findings contribute to the Stimulus-Organism-Response (S-O-R) theory. The practicing managers could make an effort to increase trust among EHA users. Originality and Value: The study is one of the first studies conducted on EHAs investigating the effect on brand trust on brand loyalty.

Keywords: customer satisfaction; brand loyalty; brand trust; customer brand experience; shopping mall intercept; PLS-SEM; partial least square-structural equation modelling; EHAs; electronics home appliances; Bangladesh.

DOI: 10.1504/JGBA.2025.149999

Journal for Global Business Advancement, 2025 Vol.17 No.2, pp.227 - 255

Accepted: 17 Feb 2023
Published online: 21 Nov 2025 *

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