The Intervening Role of Brand Satisfaction on Customer-based Brand Equity, Brand Trust and Brand Loyalty in the Building Material Retail Industry

This major objective of the study is to distinguish the impact of (1) the customer-based brand equity (CBBE) on brand satisfaction (BS); (2) BS on brand trust (BT) and brand loyalty (BL); and (3) BT on BL.The examination of CBBE employed a survey for 286 retailers of building material in Jakarta, Indonesia.The research objective is to scrutinise the CBBE antecedents' influence on BT and BL in the building material industry.The investigation of the study employed Structural Equation Modelling (SEM), AMOS version 26.The findings of the study exhibited that CBBE's antecedents -brand awareness (BAW), brand identification (BI) , physical quality (PQ), staff behaviour (SB), lifestyle congruence (LC), and ideal self-congruence (IS) directly and significantly influenced BI, while BS directly and significantly influenced BT and BL.In addition, BT significantly influences BL.The principal contribution of this study is to improve that the measurement of CBBE affecting BS, BT, and BL for building material retailer.Nevertheless, no literature assesses the correlation of the CBBE, BS, BT as well as BL in the building material industry.