BRAND TRUST AS A SOURCE OF BRAND EQUITY
BRAND TRUST AS A SOURCE OF BRAND EQUITY
Author(s): Veneta LjubenovaSubject(s): Economy, Business Economy / Management
Published by: Стопанска академия »Д. А. Ценов«
Keywords: brand trust; brand equity; brand consistency; brand honesty; brand concern
Summary/Abstract: The theoretical and empirical lack of support for including brand trust in the model of brand equity and the brand-customer relationship paradigm require further investigation of the links between the two terms. For the purposes of the current research, six proposals for operationalisation of brand trust are discussed. A novel classification of its dimensions, namely: consistency, honesty, and concern, and a hypothetical model of brand equity including brand are proposed.
Journal: Годишен алманах "Научни изследвания на докторанти"
- Issue Year: 2019
- Issue No: 15
- Page Range: 473-487
- Page Count: 15
- Language: English