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|Titolo:||Brand Knowledge Brand Trust and Consumer Response: First Evidences From an Exploratory Research|
|Data di pubblicazione:||2005|
|Autori interni:||BUSACCA, BRUNO GIUSEPPE|
|Autori:||B. BUSACCA; GRIMALDI L|
|Titolo del libro:||3° Workshop “Trust within and between organizations, Amsterdam|
|Abstract:||Studies on brand equity have clarified its cognitive dimension (brand knowledge), its impact on consumer choices and behaviors, the economic and competitive results brand equity can generate as well as critical managerial decisions underlying its building and reinforcement (Aaker, 1991, 1996 a and b; Srivastava and Shocker, 1991; Simon and Sullivan, 1993; Kapferer, 1997; Keller, 1993, 1998 and 1999; Joachimsthaler and Aacker, 1997, Aacker and Joachimsthaler, 2000). Then, with some exceptions (Ambler, 1997; Chaudhuri and Holbrook, 2001), existing conceptualizations of brand equity do not explicitly consider the construct of brand trust. Therefore, they are neglecting an important variable that can mediate the relationship among the components of brand knowledge (brand awareness and brand associations) and consumers’ response. The aim of our study is to understand the role of brand trust as an intervening dimension between brand knowledge and behavioral consequences. Indeed, we have developed a conceptual framework that makes the role of brand trust explicit as a link in the chain of effects that connect brand knowledge with consumers’ responses to the brand. In order to get a measurement of the main model’s dimensions, a questionnaire was pre-tested with a panel of experts and then submitted to the selected sample. As we predicted, there is a positive relationship between brand associations and overall trust. Although we demonstrated a positive relationship between brand trust and consumers’ willingness to remain loyal and to pay a premium price, we couldn’t find a significant relation between trust on brand and the willingness to buy new products in existing and new categories. Finally, while we demonstrated that acknowledge to pay a premium price is better explained by trust than brand association, we found out that favorability of associations together with trust explain consumers’ willingness to be loyal to the brand. The relationships among the constructs that we have shown above should lead the firm’s brand strategy. Companies have to work on brand association in order to increase consumers’ trust on brand.|
|Appare nelle tipologie:||62 - Proceedings / Presentations|
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