Brand Trust Essay

3438 Words14 Pages
International Business Research January, 2010 Consumer’s Trust in the Brand: Can it Be Built through Brand Reputation, Brand Competence and Brand Predictability Hasan Afzal (Corresponding Address) Independent Researcher, Hong Kong House No 1903 Un Shing House, Un Chau Estate Cheung Sha Wan, Kowloon, Hong Kong Tel: 852-9301-911 E-mail: hasanmphil@gmail.com Muhammad Aslam Khan Faculty of Business Administration Preston University, Islamabad, Pakistan Tel: 92-300-555-5084 E-mail: aslamnuml@yahoo.com Kashif ur Rehman Department of Management Sciences Iqra University Islamabad, Pakistan Tel: 92-321-537-4723 E-mail: dr.kashifurrehman@gmail.com Imran Ali Management Science Department COMSATS Institute of Information Technology, Lahore, Pakistan Tel: 92-321-504-1925 E-mail: imranali@ciitlahore.edu.pk Sobia Wajahat Department of Management Sciences HITEC University Taxila, Pakistan Tel: 92-321-501-8989 Abstract The study evaluated the relationship of Brand Reputation, Brand Competence and Brand Predictability in the context of Consumer’s Trust in the Brand. The data was collected through a self reported questionnaire administered to the respondents. Results were evaluated through Correlation and Regression Analysis, all models are significant at 5% level. The results show that consumer’s trust in the brand increased between 30 percent and 60 percent due to Brand Characteristic. Results indicate that Brand Reputation, Brand Predictability and Brand Competency are the factors which affect consumer’s trust on brand. After the analysis it is proved that brand reputation, predictability and competency has positive impact on trust. Consumer trust in brand is build up when; consumer uses that brand and gathers data about brand reputation, its predictability and competencies. When brand reputation is good, it meets the predictability of customer and it has competency to

More about Brand Trust Essay

Open Document