The Impact of Perceived Quality and Brand Loyalty on Venture’s Equity: The Mediating Role of Customer Trust

Abstract

The primary focus of this study is to provide new insights into the correlation between brand loyalty, perceived quality, and entrepreneurial venture’s value, while taking into account the role of customer trust as a mediator. It is found that perceived quality plays a vital role in augmenting venture’s value, with customer trust acting as an intermediary between venture’s value and the aforementioned factors. Noteworthy theories such as the Trust-Commitment theory, Expectation-Confirmation theory, and the Edelman Trust report emphasize the significance of customer trust in building venture’s value. As brands continue to wield greater influence in consumer decision-making processes, venture’s value assets become a metric for measuring consumer trust. The research methodology employed is based on survey-based random polling method. The statistical validity of these assumptions is established through econometric tools, specifically analysis of variance, structural equation modeling (SEM), and fitness testing. However, it is important to note that the limited sample size is a crucial constraint in this study, and it is recommended to expand the comprehensive representation of venture’s value to encompass a wider range of geographical areas in order to enhance its external validity.