Brand trust and brand extension acceptance: the relationship

Abstract

Purpose -This UK-based research aims to build on the US-based work of Keller and Aaker, which found a significant association between "company credibility" (via a brand's "expertise" and "trustworthiness") and brand extension acceptance, hypothesising that brand trust, measured via two correlate dimensions, is significantly related to brand extension acceptance. Design/methodology/approach -Discusses brand extension and various prior, validated influences on its success. Focuses on the construct of trust and develops hypotheses about the relationship of brand trust with brand extension acceptance. The hypotheses are then tested on data collected from consumers in the UK. Findings -This paper, using 368 consumer responses to nine, real, low involvement UK product and service brands, finds support for a significant association between the variables, comparable in strength with that between media weight and brand share, and greater than that delivered by the perceived quality level of the parent brand. Originality/value -The research findings, which develop a sparse literature in this linkage area, are of significance to marketing practitioners, since brand trust, already associated with brand equity and brand loyalty, and now with brand extension, needs to be managed and monitored with care. The paper prompts further investigation of the relationship between brand trust and brand extension acceptance in other geographic markets and with other higher involvement categories.

Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan

“…As a result, brand loyalty as an important outcome of brand trust has been conceptualized either as behavioral intention towards the brand or as actual pattern of purchase behavior, or both [7]. Under uncertain or ambiguous circumstances, especially, not only do higher trust ratings reduce psychological anxiety and may positively affect consumer decision-making process, but they also impact positively with attitudinal and behavioral loyalty [25]. In the mobile phone service context, therefore, the two hypotheses are proposed as follows:…”

Timeshare brand affiliation impacts

“…While branded hotels may have the advantage of offering customers extended service products (timeshares) that evoke credibility, quality, trust and consumer confidence (Bailey and Ball, 2006;Reast, 2005;Upchurch and Gruber, 2002), there are also several risks involved. Hotel branding must deliver a consistent guest experience each time and across all branded hotels (Bailey and Ball, 2006;Mattson, 1999;Weizhong et al, 2002).…”

“…Hotel branding must deliver a consistent guest experience each time and across all branded hotels (Bailey and Ball, 2006;Mattson, 1999;Weizhong et al, 2002). Another very important factor to consider is the guests' evaluation of the extended service product to the branded parent company (Aaker and Keller, 1990;Bottomley and Holden, 2001;Nan, 2006;Reast, 2005;Van Riel et al, 2001;Weizhong et al, 2002).…”

Influence of Social Image and Brand Trust on Mobile Phone Brand Equity amongst African Generation Y Students

“…In relationship marketing literature, commitment and trust are viewed as prerequisites of successful long-term relationships, with trust being the antecedent of relationship commitment (Morgan & Hunt, 1994;Reast, 2005;Harwood & Garry, 2006). Trust is conceptualised as embodying the characteristics of reliability and integrity (Morgan & Hunt, 1994).…”