A Model of Factors Affecting Foreign Brand Trust

Azizi, Shahriar

doi:10.7441/joc.2014.03.02

Cited by 12 publications

(5 citation statements)

References 32 publications

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“…In their study, Cifci et al [54] have used the same scale and had translated the original 15-item scale items into Turkish, hence, Turkish translations of the scale items were adopted in our study. Brand trust scale items are adopted from Azizi's [55] study. Similarly, brand loyalty scale items were obtained from Netemeyer et al [56] and purchase intentions scale items were obtained from Chang and Liu [57].…”

Section: Questionnaire and Constructsmentioning

confidence: 99%

Effects of Brand Heritage on Intentions to Buy of Airline Services: The Mediating Roles of Brand Trust and Brand Loyalty

Zeren

Kara

2020

Sustainability

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Brands are facing significant pressures in globalized markets so as to communicate a consistent corporate identity to their customers. Accordingly, the established past of a brand should be considered a key resource by giving the organization a competitive advantage in the marketplace. This paper examines the relationship between brand heritage and consumers’ purchase intentions of airline services and investigates the mediating roles of trust and loyalty. We conceptualize that brand heritage will have a positive effect on consumers’ purchase intentions of airline services. Moreover, using the Commitment-Trust Theory (Morgan and Hunt, 1994), we hypothesize that brand trust and brand loyalty will mediate the relationship between brand heritage and purchase intentions. Data for the study (n = 567) is collected through personal interviews of airline passengers traveling from 10 different major airports in Turkey. Results reveal that brand heritage has a significant positive direct effect on purchase intensions; however, when the brand trust and brand loyalty constructs are introduced into the model, the direct effect becomes statistically insignificant, demonstrating full mediation roles of brand trust and brand loyalty on purchase intentions. Research and practical implications are discussed.

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Section: Questionnaire and Constructsmentioning

confidence: 99%

Effects of Brand Heritage on Intentions to Buy of Airline Services: The Mediating Roles of Brand Trust and Brand Loyalty

Zeren

Kara

2020

Sustainability

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“…Proper branding in the social media environment should offer authenticity to customers. Many companies are conducting good marketing in a traditional environment but are lagging behind when social media is being applied to brand management (Shahriar, 2014). This does not mean that every form of marketing communication must be identical, but it should be uniquely identifiable.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

Gavurová¹,

Bačík²,

Fedorko³

et al. 2018

JOC

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A brand is no longer what we tell the customer, it is what customers tell each other. The importance of using a social media mix for marketing purposes has never been greater than it is today. Ignoring these tools can have unfavourable effects on any company, whether in the form of lack of competitiveness or in the case of unnecessarily high costs for promotion with weak effect and targeting. We aim to examine the relationship between a customer's brand experience and loyalty to the brand, its image and willingness to recommend the brand to others. The paper examines the sample of 476 respondents questioned through the CAWI method -computer assisted web interviewing. A random sampling method was used. All of them are active users of social media tools. Data collection took place during the first half of 2016. We came to interesting findings concerning the existence of presented relationships. It appeared that a customer's brand experience is a crucial factor for the success of a company in the environment of social media. All the relationships presented in this study proved to be significant with a strong γ coefficient in all cases of branding experience relation to loyalty, image and willingness to recommend the brand. The findings are subsequently transformed into a set of recommendations that help in setting the right marketing activities of companies in the online environment. There are also implications for the development of strong social media presence.

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“…Chuang and Chiu, 2018; Calvo-Porral and Lévy-Mangin, 2017; Wang et al, 2020) and brand trust (e.g. Cakmak, 2016;Azizi, 2014;Alhaddad, 2015). Parallelly, we expect similar effects for green perceived quality.…”

Section: Green Perceived Qualitymentioning

confidence: 99%

Green brand awareness, green brand association, green perceived quality, and intention to purchase electric vehicles: The mediating effect of green trust

Mombeuil¹,

Diunugala

2023

Preprint

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As part of their effort to curb CO2 emissions, many big players in the automobile industry have adopted a green branding approach through the design and manufacturing of lightweight electric vehicles. Nevertheless, there are limited studies that address consumers’ intention to purchase these types of vehicles from the perspective of green branding. To fill this gap, this paper examines the direct and indirect effects of green brand awareness, green brand associations, and green perceived quality on consumer intention to purchase electric three-wheelers. A total of 400 useful responses were collected through a questionnaire survey and the hypotheses were tested using structural equation modeling. The results show that all the direct effects were positive and statistically significant. Furthermore, the analysis shows that green trust plays a mediating role in the effects of brand associations and green perceived quality on consumers’ intention to purchase three-wheel electric vehicles from a familiar and trusted brand. Given the potential of electric three-wheelers in curbing CO2 emissions and stakeholders’ skepticism about companies' green branding claims, managers need to give special attention to green trust to better position their green products and stimulate the purchase of these products.

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A Model of Factors Affecting Foreign Brand Trust

Cited by 12 publications

References 32 publications

Effects of Brand Heritage on Intentions to Buy of Airline Services: The Mediating Roles of Brand Trust and Brand Loyalty

Effects of Brand Heritage on Intentions to Buy of Airline Services: The Mediating Roles of Brand Trust and Brand Loyalty

The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

Green brand awareness, green brand association, green perceived quality, and intention to purchase electric vehicles: The mediating effect of green trust

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