ANVESHAK-International Journal of Management

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Antecedents of Brand Trust


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

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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.
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  • Antecedents of Brand Trust

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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