The moderating effects of personality traits on the trust-loyalty relationship

What is it about?

This paper examines the mediating effect of brand trust on the relationship between brand satisfaction and brand loyalty and the moderating effects of personality traits—i.e., consumer innovativeness, variety-seeking and relationship proneness—on the relationship between brand trust and brand loyalty in the context of fast-moving consumer goods.

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Why is it important?

This study is the first to examine the moderating effects of consumer innovativeness, variety-seeking and relationship proneness on the relationship between brand trust and brand loyalty. The findings reveal that variety-seeking behavior has a negative moderating effect on the relationship between brand trust and brand loyalty. Thus, companies that produce fast-moving consumer goods should frequently provide new brands and products as well as information regarding new brands to satisfy the need for variety and prevent switching behavior.