The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study

Abstract

In the highly competitive dairy beverage market, brand loyalty plays a vital role in ensuring business sustainability and long-term profitability. This study examines the influence of brand image and brand personality on brand loyalty, with brand trust acting as a mediating variable, within the context of WAM flavored milk products. As consumer purchasing decisions are increasingly shaped by perceptions and emotional connections with brands, understanding the mechanisms that drive loyalty has become essential for firms seeking to retain customers and strengthen market position. Using a quantitative research approach, data were collected from consumers who have prior experience with WAM flavored milk products through a structured questionnaire. The proposed conceptual model was tested using statistical analysis to examine both direct and indirect relationships among the study variables. The findings indicate that brand image and brand personality have a significant positive effect on brand loyalty. Additionally, both variables significantly influence brand trust, which in turn enhances brand loyalty. The mediation analysis reveals that brand trust partially mediates the relationship between brand image and brand loyalty, as well as between brand personality and brand loyalty. These results highlight the importance of building a strong and favorable brand image, along with a distinctive brand personality, to foster consumer trust and encourage repeat purchasing behavior. From a managerial perspective, the study suggests that WAM flavored milk should focus on trust-building strategies and consistent brand positioning to strengthen customer loyalty, reduce competitive pressure, and increase positive word-of-mouth. The study contributes to branding literature by providing empirical evidence from the dairy product sector and offers practical insights for brand managers aiming to achieve sustainable competitive advantage.