Mediators

Cognitive trust mediates relationships between certain brand and consumer constructs, including brand competence, communication and loyalty. Affective trust mediates the effect of loyalty on brand and consumer relationship constructs, with peer influence only having a positive effect on brand communication.

Ozdemir, Zhang, Gupta & Bebek (2020). The Effects of Trust & Peer Influence on Corporate Brand-Consumer Relationships & Consumer Loyalty, Journal of Business Research.