Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Antecedents of Brand Trust


Affiliations
1 Kushagra Institute of Information & Management Science, Cuttack, Odisha, India
     

   Subscribe/Renew Journal


Trust is the engine that powers the brand. Brand trust is the holy grail which results in building a strong brand in the market. The present study is an attempt to study the factors which helps in making consumer's trust in a brand. Brand image, organizational associations and brand image consistency was found as antecedents of brand trust by applying confirmatory factor analysis (CFA).

Keywords

Brand Trust, Brand Image, Organizational Associations.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Anwar, A., Gulzar, A., Sohail, F.B. and Akram, S.N. (2011), “Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude: The Mediating Role of Brand Loyalty”, International Journal of Economics and Management Sciences, Vol. 1(5), pp. 73–79.
  • Anderson, J.C. and Gerbing, D.W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach”, Psychological Bulletin, Vol. 103, pp. 411–423.
  • Baker, J., Parasuraman, A., Grewal, D. and Voss, G.B. (2002), “The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”, Journal of Marketing, Vol. 66(2), pp. 120–141.
  • Bagozzi, Richard P. and Youjae, Yi (2012), “Specification, Evaluation and Interpretation of Structural Equation Models”, Journal of Academic Marketing Research, Vol. 40, pp. 8–34.
  • Ballester, Elena Delgado (2003), “Development and Validation of a Brand Trust Scale”, International Journal of Market Research, www.citeseer.ist.psu.edu
  • Bhattacharya, C.B. and Sen, Sankar (2003), “Consumer-company Identification: A Framework for Understanding Consumer’s Relationships with Companies”, Journal of Marketing, Vol. 67(4), pp. 76–88.
  • Berry, L.L. and Parasuraman, A. (1991), Marketing Services: Competing through Quality, New York: Free Press.
  • Bitner, M.J. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, Journal of Marketing, Vol. 54, pp. 69–82.
  • Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions”, Journal of Marketing Research, Vol. 30, pp. 7–27.
  • Chaudhuri, A. and Holbrook, M.B. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, Vol. 6, pp. 81–93.
  • Chebat, J.C. and Michon, R. (2003), “Impact of Ambient Odors on Mall Shoppers' Emotions, Cognition, and Spending: A Test of Competitive Causal Theories”, Journal of Business Research, Vol. 56, pp. 529–539.
  • Chen, C. and Tseng, W. (2010), “Exploring Customer based Airline Brand Equity: Evidence from Taiwan”, National Science Council, Taiwan, pp. 24–34.
  • Chiou, J.S. and Droge, C. (2006), “Service Quality, Trust, Specific Asset Investment and Expertise: Direct and Indirect Effects in a Satisfaction-loyalty Framework”, Journal of the Academy of Marketing Science, Vol. 34, pp. 613–627.
  • Churchill, Gilbert Jr. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, pp. 64–73.
  • Cribbie, Rob (2012), “Introduction to Structural Equation Modeling (SEM)”, Quantitative Methods Program, www.psych.yorku.CA./cribbie
  • Cronbach, L.J. (1951), “Coefficient Alpha and Internal Structure of Test”, Psychometrika, Vol. 16(3), pp. 297–333.
  • Cronin, J.J., Brady, M. and Hult, G. (2000), “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavior Intentions in Service Environments”, Journal of Retailing, Vol. 76(2), pp. 193–218.
  • Doney, P.M. and Cannon, J.P. (1997), “An Examination of the Nature of Trust in BuyerSeller Relationships”, Journal of Marketing, Vol. 61, pp. 35–51.
  • E.T. and Kocak Alan, A. (2012), “Brand Trust and Brand Affect: Their Strategic Importance on Brand Loyalty, Journal of Global Strategic Management, Vol. 11, pp. 81–89.
  • Esch, F., Langer, T., Schmitt, B.H. and Geus, P. (2006), “Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases”, Journal of Product Brand Management, Vol. 15(2), pp. 98–105.
  • Farell, Andrew (2009), “Insufficient Discriminant Validity: A Comment on Bove, Pervan, Beatty and Shiu”, Journal of Business Research, Vol. 63, pp. 324–327.
  • Hair, J.F., Black, W.C., Babin, B., Anderson, R.E. and Tatham, R.L. (2010), “Multi-variate Data Analysis”, Upper Saddle River, N.J., Prentice Hall.
  • Kay, M.J. (2006), “Strong Brands and Corporate Brands”, European Journal of Marketing, Vol. 40(7/8), pp. 742–760.
  • Keller, Kevin Lane (2003), “Brand Synthesis: The Multi Dimensionality of Brand Knowledge”, Journal of Consumer Research, Vol. 29(4), pp. 595–600.
  • Laroche, M., Teng, L., Michon, R. and Chebat, J.C. (2005), “Incorporating Service Quality into Consumer Mall Shopping Decision Making: A Comparison between English and French Canadian Consumers”, Journal of Services Marketing, Vol. 19(3), pp. 157–163.
  • Lau, G.T. and Lee, S.H. (1999), “Consumers’ Trust in a Brand and the Link to Brand Loyalty”, Journal of Market Focused Management, Vol. 4, pp. 341–370.
  • Martin, I.M., Stewart, D.W. and Matta, S. (2005), “Branding Strategies, Marketing Communication and Perceived Brand Meaning: The Transfer of Purposive, Goal-oriented Brand Meaning to Brand Extensions”, Journal of the Academy of Marketing Science, Vol. 33(3), pp. 275–294.
  • Moorman, C., Zaltman, G. and Deshpande, R. (1992), “Relationships between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, Vol. 29, pp. 314–328.
  • Martinez, Eva and Leslie de Chernatony (2004), “The Effect of Brand Extension Strategies Upon Brand Image”, Journal of Consumer Marketing, Vol. 21(1), pp. 39–50.
  • Ming, T.T., Ismail, H.B. and Rasiah, D. (2011), “Hierarchical Chain of CBBE: Review from the Fast Food Industry”, International Business & Economics Research Journal, Vol. 10(9), pp. 67–80.
  • Netemeyer, Richard, Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane Dean, Joe Ricks and Ferdinand Wirth, “Developing and Validating Measures of Facets of Customer-based Brand Equity”, Journal of Business Research, Vol. 57, pp. 209–224.
  • Ogba, I.E. and Tan, Z. (2009), “Exploring the Impact of Brand Image on Customer Loyalty & Commitment in China”, Journal of Technology Management in China, Vol. 4(2), pp. 132–144.
  • Punj, Girish N. and Hillyer, Clayton L. (2004), “A Cognitive Model of Customer based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results”, Journal of Consumer Psychology, Vol. 14(1/2), pp. 124–131.
  • Spreng, R.A. and Mackoy, R.D. (1996), “An Empirical Examination of a Model of Perceived Service Quality and Satisfaction”, Journal of Retailing, Vol. 72(2), pp. 201–214.
  • Sirohi, N., McLaughlin, E.W. and Wittink, D.R. (1998), “A Model of Consumer Perceptions and Store Loyalty Intentions for a Super Market Retailer”, Journal of Retailing, Vol. 74(2), pp. 223–245.
  • Walsh, G., Shiu, E., Hassan, L.M., Michaelido, N. and Beatty, S.E. (2010), “Emotions, Store Environmental Cues, Store-choice Criteria and Marketing Outcomes, Journal of Business Research, Vol. 64(7), pp. 737–744.
  • Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality, Journal of Marketing, Vol. 60, pp. 31–46.
  • Zinn, W. and Liu, P.C. (2001), “Consumer Response to Retail Stock-outs”, Journal of Business Logistics, Vol. 22(1), pp. 49–71.

Abstract Views: 823

PDF Views: 0




  • Antecedents of Brand Trust

Abstract Views: 823  |  PDF Views: 0

Authors

S. K. Baral
Kushagra Institute of Information & Management Science, Cuttack, Odisha, India

Abstract


Trust is the engine that powers the brand. Brand trust is the holy grail which results in building a strong brand in the market. The present study is an attempt to study the factors which helps in making consumer's trust in a brand. Brand image, organizational associations and brand image consistency was found as antecedents of brand trust by applying confirmatory factor analysis (CFA).

Keywords


Brand Trust, Brand Image, Organizational Associations.

References





DOI: https://doi.org/10.15410/aijm%2F2016%2Fv5i1%2F90317