





Antecedents of Brand Trust
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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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