The mediating role of brand satisfaction and brand trust to examine brand loyalty in the retailer industry

This study investigates how brand image influences brand satisfaction and brand trust, which in turn affect brand loyalty in the context of smartphone retailing. Additionally, the study examines whether brand love and brand respect moderate the effects of satisfaction and trust on loyalty. These emotional constructs are drawn from the theory of love-marks, highlighting the importance of both emotional attachment and perceived credibility in shaping strong brand relationships. A quantitative survey design was employed to gather data from 200 customers who had purchased Apple smartphones from retail outlets in Jakarta, Indonesia. Respondents completed a structured questionnaire measuring brand image, satisfaction, trust, love, respect, and loyalty. Data were analyzed using Structural Equation Modeling (SEM) to assess the direct and moderating effects among the constructs.The findings reveal that brand image significantly enhances both customer satisfaction and trust. In turn, satisfaction and trust positively contribute to brand loyalty. Moreover, brand love and brand respect were found to strengthen the relationship between satisfaction, trust, and loyalty, indicating their important moderating role. These results provide empirical support for extending traditional brand loyalty frameworks by incorporating emotional dimensions, particularly in high-involvement consumer markets such as smartphones. This research offers both theoretical and managerial implications. Theoretically, it introduces a novel integration of cognitive and affective constructs—brand love and respect—into the consumer–brand relationship literature. Managerially, the findings suggest that beyond delivering quality and reliability, smartphone retailers should aim to foster emotional connections with customers through meaningful engagement and personalized brand experiences. By building both love and respect, brands can cultivate stronger customer loyalty and long-term competitive advantage.