Abstract
This study investigates the impact of advertising representation and inclusion policies on consumer trust and brand perception at PT. XYZ Medan, a biscuit manufacturing company. Using quantitative methods and employing SmartPLS for data analysis, the research finds significant direct effects of Representation in Ads and Inclusion Policies on both Consumer Trust and Brand Perception. Furthermore, the study reveals significant indirect effects, highlighting the mediating role of Consumer Trust in the relationship between Representation in Ads / Inclusion Policies and Brand Perception. The findings underscore the importance of authentic representation and comprehensive inclusion policies in fostering consumer trust and enhancing brand perception. These insights are crucial for companies aiming to strengthen their market position through inclusive marketing strategies that resonate with diverse consumer groups.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
