Brand trust: implications from consumer doubts in the Egyptian mobile phone market

Abstract

PurposeThe purpose of this study is to explore the relationship between brand trust and consumer doubts towards new products in the Egyptian mobile phone market. The study controls for the effects of age differences and risk aversion.Design/methodology/approachThe study applies a questionnaire methodology that consists of measures adopted from existing and tested scales on a randomly selected sample of Egyptian mobile phone users. It applies multiple regression analysis in order to predict the hypothesized relationships.FindingsThe research findings reveal that brand reliability is negatively associated with consumer doubts towards the perceived risks and the relative advantage of new products. On the other hand, brand intentions are negatively associated with doubts towards the performance risk of a new product. Besides, age and risk aversion do not control the hypothesized relationships.Originality/valueThis paper examines brand trust from a multi‐dimensional perspective to evaluate consumer doubts towards new products in the Egyptian context.

Determinants of brand loyalty in the apparel industry: A developing country perspective

“…In line with the principles of this study, brand trust is measured as the propensity of customers to consider the claims made by a particular brand to be reliable. Brand trust signals customers' confidence that a specific brand is honest, sincere, and reliable in addressing their concerns (Hawass, 2013). Furthermore, a brand that enjoys a high level of trust among its customers will have a sustainable relationship with them, leading to a high volume of transactions and increased profitability (Mckinney & Benson, 2013).…”

Brand marketing programs and consumer loyalty – evidence from mobile phone users in an emerging market

“…These brand elements (names, logos, symbols, colours, characters, packaging and slogans) are usually exploited by marketers not only to heighten the awareness of a brand but also to serve as a key facilitator in the formation of distinctive brand associations (Hoeffler and Keller, 2003). The associations often position the brand in the evoked set of consumers, reduce consumer risks and doubts (Hamid Hawass, 2013) and climaxes in preference, patronage and choice of brand (Narteh et al , 2012). As long as consumers acquaint themselves with any of the brand elements associated with a particular product/service, a substantial contribution is generated in terms of awareness of the brand (Simmons et al , 2010).…”

The Moderating Effect of Brand Trust on The Relationship Between Customer Brand Engagement and Brand Loyalty: A Conceptual Review

“…Meanwhile, Matzler, Grabner-Kräuter and Bidmon (2008) argued that brand trust is a mental mechanism where a customer reduces the uncertain risk related with the product choice. Hawass (2013) later has defined brand trust as the interaction between the customer and a specific brand name, emotionally and rationally. Hence, trust is a security-based feeling where the customer behaviour directed and driven by the positive intentions towards the brand.…”

“…Several researchers have considered trust as a moderating factor rather than the direct effect (Langfred, 2004;See-To & Ho, 2014). Hawass (2013), in his study, has mentioned that trust is the essential factor when the purchasing environment is risky, and costly choices involve, hence affect customer's long-term relationship. Therefore, to gain the expected returns, trust involves risk-taking by putting the valuable resources at the disposal of the trustee.…”