Abstract
ABSTRACTUtilizing Grace and O’Cass’s Service Brand Verdict (SBV) framework, this research suggests that brand hearsay (i.e., advertising/promotion, word-of-mouth, and non-paid publicity) affects brand trust (i.e., affective and cognitive trust), which then leads to forming brand attitudes. This study tests the model and hypotheses based on responses from a sample of 346 respondents recruited by online sampling. A two-stage procedure is conducted to assess the measurement model and structural model using a bootstrapping technique with SmartPLS 3. The findings demonstrate that advertising/promotion and WOM (eWOM) had effects on affective trust while publicity did not have effect on affective trust. Also, advertising/promotion had a direct positive effect on cognitive trust, whereas neither WOM (eWOM) nor publicity did. In the brand trust-attitude link, affective trust not only fosters cognitive trust to brands, but also affects brand attitude positively.
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