The Role of Perceived Justice in Building Brand Trust

Abstract

The objective of this study is to examine the relationships between perceived justice, brand trust and switching costs. In this context, using convenience sampling, a survey was conducted on 427 complaining customers regarding with white goods. Structural equation modeling was used to test the proposed hypotheses. The results of the empirical study reveal that perceived justice dimensions are positively related to brand trust and switching costs. In addition, the findings also confirm positive relationship between brand trust and switching costs. At the end of this study, managerial implications are discussed.