Determinants of brand trust in high inherent risk products: The moderating role of education and working status

2016 ◽  
Vol 34 (3) ◽  
Author(s):  
Neha Srivastava ◽  
Satya Dash ◽  
Amit Mookerjee
Keyword(s):  
Family Influence ◽  
Brand Trust ◽  
Inherent Risk ◽  
Brand Credibility ◽  
Brand Innovativeness ◽  
Working Status ◽  
Brand Intimacy ◽  
The Relationship ◽  
Moderating Role

Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand trust and its antecedents. Design/methodology/approach Extensive literature review was conducted to develop the theoretical framework, which was then empirically validated through a survey conducted on the 507 respondents. Data was analyzed using structural equation modeling. Findings The study found that brand credibility, brand innovativeness and family influence are antecedents of cognitive brand trust whereas brand intimacy and family influence are drivers of affective brand trust. Further, the working status is found to moderate the relationship between brand intimacy to affective brand trust and family influence to both cognitive and affective brand trust. The study result does not support the moderating effect of education on the relationship of cognitive brand trust with brand credibility and brand innovativeness. Practical implications The study recommends marketing strategy implications for high inherent risk product companies such as baby care toiletries that what essential factors they must keep in mind while promoting their brand and winning trust of customers. Originality/value The present study is one among those few empirical investigations that examines the role of antecedents of brand trust in less researched context of high inherent risk products.

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

Antecedents and moderators of brand trust in the context of baby care toiletries

2015 ◽  
Vol 32 (5) ◽  
pp. 328-340 ◽  
Author(s):  
Neha Srivastava ◽  
Satya Bhushan Dash ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Perceived Risk ◽  
Emerging Market ◽  
Risk Category ◽  
Brand Trust ◽  
Content Type ◽  
Two Phases ◽  
Brand Intimacy ◽  
The Relationship

Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is investigated. Design/methodology/approach – The study methodology involves two phases: exploratory and descriptive. The exploratory phase, with the support of a focused literature review, results in a theoretical framework that is later validated through the survey-based empirical phase. Findings – The study finds that brand predictability and brand innovativeness are antecedents of cognitive brand trust, whereas brand intimacy is a driver of affective brand trust. The study confirms that agreeableness positively moderates the relationship between brand intimacy and affective brand trust, whereas conscientiousness positively moderates the relationship between brand predictability and cognitive brand trust. Practical implications – The study recommends marketing strategy approaches for baby care product companies, including the essential factors they must keep in mind for promoting their brand and winning the trust of mothers. Originality/value – The study is among the few empirical investigations that examine the role of the moderating effect of personality traits on the relationship between brand trust and its antecedents, in the little-researched context of the high perceived risk category of baby care toiletry products in an emerging-market context.

scholarly journals Are global brands trustworthy?

2019 ◽  
Vol 31 (6) ◽  
pp. 926-946 ◽  
Author(s):  
Richard Huaman-Ramirez ◽  
Noël Albert ◽  
Dwight Merunka
Keyword(s):  
Fast Food ◽  
Brand Trust ◽  
Cross Sectional ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Brand Innovativeness ◽  
Brand Affect ◽  
The Relationship

Purpose This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships. Design/methodology/approach In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed. Findings Brand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers. Research limitations/implications A limited number of fast-food brands was analyzed. Future studies should replicate the research model using different product categories to generalize the findings. Practical implications This study offers new opportunities for managers concerned by the optimization of their global brands management. First, the results demonstrate the interest of managers to increase the emotional and affective aspects of their global brands to make them more trustable. Second, brand managers should also emphasize the innovative aspects of their global brand. Indeed, it is essential for practitioners not only to propose frequently new and innovative products to consumers but also to follow the latest trends in their market. The more managers provide new, useful solutions to fulfill consumers’ needs, the more consumers will trust those global brands. Originality/value The mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.

scholarly journals Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust

2018 ◽  
Vol 10 (1) ◽  
pp. 13-22
Author(s):  
Asma Amjad ◽  
Fiza Amjad ◽  
Khalid Jamil ◽  
Sharjeel Yousaf
Keyword(s):  
Brand Personality ◽  
Sampling Technique ◽  
Consumer Loyalty ◽  
Brand Trust ◽  
Brand Attachment ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust.  SPSS 23 is used to analyze the data. Data was collected through survey questionnaire technique and snow-ball sampling technique was used for data collection. Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust. 

scholarly journals Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective

2019 ◽  
pp. 1-17
Author(s):  
Sean Kwan Soo Shin ◽  
Fortune Edem Amenuvor ◽  
Richard Basilisco ◽  
Kwasi Owusu-Antwi
Keyword(s):  
South Korea ◽  
Brand Loyalty ◽  
Structural Equations ◽  
Brand Commitment ◽  
Brand Trust ◽  
Structural Equations Modeling ◽  
Brand Reputation ◽  
The Relationship ◽  
Moderating Role

This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.

Context influences on the relationship between views of aging and subjective age: The moderating role of culture and domain of functioning.

2017 ◽  
Vol 32 (5) ◽  
pp. 419-431 ◽  
Author(s):  
Thomas M. Hess ◽  
Erica L. O'Brien ◽  
Peggy Voss ◽  
Anna E. Kornadt ◽  
Klaus Rothermund ◽  
...  
Keyword(s):  
Subjective Age ◽  
The Relationship ◽  
Moderating Role

Moderating Role of Stress, Anxiety, and Depression in the Relationship Between Tinnitus and Hearing Loss Among Patients

2020 ◽  
Vol 34 (4) ◽  
pp. 753-772
Author(s):  
Ammar Ahmed ◽  
Muhammad Aqeel ◽  
Tanvir Akhtar ◽  
Sammeen Salim ◽  
Bashir Ahmed
Keyword(s):  
Hearing Loss ◽  
Psychological Problems ◽  
Anxiety And Depression ◽  
Adaptation Level ◽  
Depression Anxiety Stress Scale ◽  
Neuropsychological Theory ◽  
Anxiety Depression ◽  
The Relationship ◽  
Moderating Role

Adaptation level theory of tinnitus and neuropsychological theory of tinnitus are extensively used frameworks for understanding emotional and psychological distress among tinnitus sufferers. Objective of the present study was to investigate potential associations between hearing loss, tinnitus, anxiety, depression, and stress. The Tinnitus Handicap Inventory (Newman, Jacobson, & Spitzer, 1996) and the Depression, Anxiety, Stress Scale (Lovibond & Lovibond, 1995)scales were administered to a sample of 110 tinnitus outpatients recruited from Audiology departments of Lahore and Rawalpindi hospitals. Results revealed tinnitus was positively linked with psychological problems. Additionally, it was established that tinnitus is a positive significant predictor for anxiety, stress and depression. The moderation models related to the interactions between psychological problems and hearing loss were negative significant predictors for tinnitus symptoms. Moreover, the comparative analysis between gender differences revealed a significant diversity in the levels of stress, anxiety, and depression. Results also elucidated that patients at initial stages of hearing loss were more prone towards reporting tinnitus symptoms along with emerging psychological problems.

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