Brand Trust Research Articles

Brand Trust in the Mongolian Cashmere Industry

Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform to reach the participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Our analysis confirmed that brand quality and commitment to environmental responsibility significantly increase consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty.

The Content Effectiveness of User-Generated Content to the Purchasing Decision of Consumers

The paper investigated the relationship between User-Generated Content (UGC) effectiveness and its influence on Filipino consumers' purchasing decisions. While the role of UGC in marketing was acknowledged, limited research explored its impact in the Philippines. The findings demonstrated a positive correlation between UGC content effectiveness and purchasing decisions. Content trustworthiness and content information richness were found to significantly influence consumer behavior. These results aligned with previous studies highlighting the importance of the credibility and informative content within UGC. The study offered valuable insights for businesses operating in the Philippines. UGC presented an economical and impactful marketing strategy, fostering brand trust, credibility, and connection with consumers. Recommendations included encouraging customer UGC creation and strategically utilizing various social media platforms. The research also highlighted the need for further exploration of UGC's effectiveness within specific industries and social media landscapes.

Research on cognitive neural mechanism of consumers convinced by intelligent recommendation platform eavesdropping.

The negative inference that consumers hold 'eavesdropping' views concerning the intelligent recommendation services of digital platforms is fostering their selective exposure to information that aligns with their preferred viewpoints. This, in turn, exacerbates their psychological defense against digital platforms, causing consumers to become more prone to verifying existing beliefs and fostering the polarization of information choices. This phenomenon directly impacts the effectiveness of smart recommendations and the accuracy of digital platforms' predictions of consumer behavior, potentially even adversely affecting brand trust and the long-term stability of platform usage. From the perspectives of self-verification and cognitive closure, this study delves into the influence of 'eavesdropping' inference cues within intelligent recommendation systems on consumers' selective exposure to information and the underlying psychological mechanisms. Experimental findings indicated: (1) Behavioral results showed that consumers who believed in eavesdropping by digital platforms, under conditions of high comprehensibility, were more inclined to selectively engage with consistent information as opposed to inconsistent information. Under conditions of low comprehensibility, however, information consistency had no significant effect on consumers' selective exposure. (2) EEG results revealed that, based on the need for cognitive closure, individuals in the high comprehensibility group, during the self-verification process, exhibited more cognitive conflict and required greater cognitive effort when presented with inconsistent information compared to those in the consistent information group. This, in turn, elicited higher N2 and N450 amplitudes. This study uncovered the psychological mechanism underlying this phenomenon. When consumers developed a skeptical perspective on perceived eavesdropping by digital platforms within intelligent recommendation systems, they promptly engaged in self-verification, driven by the need for cognitive closure. The study's findings offered practical guidance to digital platforms on how to alleviate consumer suspicions when designing intelligent recommendation services, thereby mitigating negative consumer reactions to the perception of 'eavesdropping'. This insight held significant theoretical and practical value at the intersection of digital marketing and psychology.

The Dynamic Impacts of Public Perceptions of Fast-Food Products with Nutrition Facts on Fast-Food Consumption

Although most American eat at a fast-food restaurant 1 to 3 times a week, they would realize that fast food consumption is highly associated with chronic diseases and generates negative impacts on their health. As fast-food consumers become more health-conscious, fast-food brands strive to build a more health-oriented image on their fast-food products. Thus, this study proposes a conceptual model that aims to examine direct and indirect impacts of consumers’ BMI, self-efficacy, perceived brand trust, and brand commitment on their fast-food consumption. An online survey using Amazon Mechanical Turk is conducted with a total of 484 female and 380 male participants included in the final analysis. Results show that the mediating effects of self-efficacy, brand trust in, and brand commitment with the fast-food product with nutrition facts are significantly generated on consumers’ fast-food consumption. Moreover, indirect effects are found on consumers’ fast-food consumption via the nexus of their self-efficacy, brand trust, and brand commitment. The study also offers practical insights into the impact of health-conscious consumers’ brand perceptions on their fast-food consumption.

THE INFLUENCE OF PRODUCT INNOVATION, CUSTOMER EXPERIENCE, BRAND TRUST AND CUSTOMER LOYALTY ON COMPANY PROFITABILITY AT PT. RAHIM MAJU JAYA BATAM

This study aims to determine the influence of product innovation, customer experience, brand trust and customer loyalty on company profitability. The population in this study were customers of PT. Rahim Maju Jaya Batam as many as 50 people. The sample in this study amounted to 50 people taken using a saturated sampling technique involving all populations as research samples. This type of research is a quantitative type using primary data collected using a questionnaire technique. The analysis method used is multiple linear regression processed using the SPSS 25 application The results of the study stated that product innovation and brand trust did not have a significant effect on company profitability, but customer experience and customer loyalty had a significant effect on company profitability. Product innovation, customer experience, brand trust and customer loyalty partially and simultaneously have a positive and significant effect on company profitability at PT. Rahim Maju Jaya Batam.

Effective Internal Control Towards Business Sustainability of a Selected Company in Shenzhen, China

In the vibrant and innovative landscape of Shenzhen, China, a certain company has achieved long-term sustainable business development through a series of efficient and rigorous internal control mechanisms, thereby setting a benchmark within the industry. As a pioneer of China's reform and opening-up, Shenzhen's business environment is marked by intense competition and rapid change, which imposes high demands on a company's adaptability and flexibility. The internal controls of this company not only address financial and operational risk management but also delve into the shaping of corporate culture and the fulfillment of social responsibilities. By constructing a comprehensive risk management system, optimizing internal processes, and enhancing information communication, the company has not only weathered market uncertainties but also progressively established a solid brand trust and market competitiveness. The effective implementation of internal controls has enabled the company to pursue economic benefits while achieving harmonious development in environmental, social, and governance (ESG) aspects, forming a unique sustainable business model. This model not only helps the company maintain a leading position in the rapidly changing market but also provides valuable experience and reference for other enterprises.

Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai

Background and Aim: This research investigates the factors influencing parents' decision-making process when choosing international schools in Chiang Mai Province, Thailand. With the increasing popularity of international education in Thailand, understanding the key determinants of school choice is crucial for both parents and educational institutions. This study focuses on the impact of brand trust and perceived brand quality on parental decision-making, aiming to provide valuable insights for school operators and stakeholders to develop competitive strategies and enhance educational services. Materials and Methods: The study employs a quantitative research design with a convenience sampling technique. Data is collected from parents of children attending or considering 21 international schools in Chiang Mai through a structured online questionnaire. The questionnaire assesses brand trust, perceived brand quality, and their influence on the school choice decision-making process. Multiple regression analysis is used to examine the relationships between these variables. Results: The findings reveal that both brand trust and perceived brand quality significantly influence parental decision-making. Brand trust emerges as the strongest predictor, indicating that parents prioritize the credibility and reputation of international schools. Perceived brand quality also plays a crucial role, as parents associate high-quality brands with superior educational outcomes. The study demonstrates that these two factors collectively account for a substantial portion of the variance in parental choices. Conclusion: This research confirms the importance of brand management for international schools in Chiang Mai Province. By focusing on building brand trust and enhancing perceived brand quality, schools can effectively attract and retain students. The study's findings offer valuable guidance for school administrators and marketers in developing targeted strategies to meet the evolving needs and expectations of parents in the international education market.

The Effect of Service Quality, Customer Orientation and Customer Satisfaction on Customer Loyalty

This study aims to examine the effect of service quality, customer orientation on customer satisfaction and customer loyalty on JCO products. This study is motivated by unmentioned customer loyalty, so a study was conducted to find out from the quality of service and customer orientation which will be the most influential variables on customer satisfaction and customer loyalty on JCO products. The population in this study were all consumers at JCO Outlets domiciled in the Jabotabek area, totaling 103 Outlets. While the research sample was taken using a purposive sampling technique, namely customers who had purchased JCO products at least 2 times with a total of 170 respondents. This research is a quantitative study using the Structural Equation Model - Partial Least Square (SEM-PLS) method. The results of the study indicate that customer orientation has a positive effect on service quality, followed by the following hypotheses, namely service quality has a positive effect on customer satisfaction, customer orientation has a positive effect on customer satisfaction, service quality has a positive effect on customer loyalty, but customer orientation does not have a positive effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, service quality does not mediate customer orientation on customer satisfaction, in contrast to customer satisfaction mediating service quality and customer orientation on customer loyalty. After conducting the study, the author suggests adding other supporting variables, such as product quality, word of mouth promotion, brand trust, price and various other variables that are relevant to the novelty of the study. In the future, JCO is expected to be able to improve service quality and customer orientation in terms of responding to customers with polite language in responding to complaints from customers so that JCO customers will feel happy and become more loyal in buying JCO products.

Analyzing the Influence of Social Media Marketing Strategies on Consumer Purchase Intentions Mediated by Trust

This study investigates the influence of social media marketing strategies on consumer purchase intentions, emphasizing the mediating role of consumer trust. With the increasing reliance on social media platforms for brand engagement, understanding how marketing efforts shape consumer views has become essential. A quantitative approach was employed, utilizing a survey of 100 social media users to gather data on their experiences with various marketing strategies, levels of trust, and purchase intentions of brands. The analysis revealed that social media marketing strategies have a direct effect on consumer purchase intentions (β = 0.21) but significantly amplify their impact through trust (indirect effect β = 0.34). The results indicate that higher levels of trust in brands enhance positive consumer purchase intentions, corroborating existing literature that highlights the importance of trust in marketing effectiveness. The study recommends that brands prioritize trust-building initiatives, including transparent communication and authentic engagement, to improve consumer purchase intentions. As social media continues to evolve, the findings suggest that fostering trust will be increasingly crucial for brands aiming to connect with discerning consumers. Future research should explore the impact of emerging technologies on consumer trust within social media marketing contexts.

Is woke advertising necessarily woke-washing? How woke advertising and (mis)aligned corporate practices influence perceived woke-washing

Increasingly, companies practice woke advertising, thereby taking a public stand on issues of social justice. However, these woke advertising campaigns are often followed by accusations of woke-washing from consumers. This research investigates what makes consumers perceive that a company engages in woke-washing and how they respond to such perceived woke-washing. Through three experiments, we show that woke advertising in and of itself makes consumers perceive that the company engages in woke-washing, regardless of the actual corporate practices. We also find that perceived woke-washing leads to lower trust in the brand and a less favorable brand attitude. This effect is moderated by attitude toward social justice: The more in favor of social justice consumers are, the stronger the negative effect of perceived woke-washing on brand trust and attitude. In sum, woke advertising is a risky practice as consumers are likely to view it as woke-washing, which damages brand trust and attitude.

Hospital Customer Competition Issues are being addressed through Confirmation Factor Analysis on Experiential Marketing, Brand Trust, and Loyalty

Introduction The post-COVID-19 pandemic has caused an epidemiological transition that has pushed the pace of development of the health service system even further. Issues and revolutions in the health service industry have made all health service industry providers compete with each other to get service users with competitive advantages in the potential global health market. The hospital has improved revenue sustainability while promoting quality assurance practices. These healthcare industry managers have become adept at introducing business practices into business operations to increase the market for hospital customers. Exploratory factor analysis on important marketing dimensions such as experiential marketing, brand trust, and patient loyalty is very much needed in the issue of competition in the health service industry in hospitals. Materials and Methods This research was quantitative research with a survey approach to outpatients with a sample size of n=255 patients according to Lemeshow (1997). Identification of loading factor analysis includes experiential marketing variables, brand trust, and loyalty. Data analysis used IBM SPSS Statistics 26 Results The research results showed 1) an important loading factor on the experiential marketing variable is the Think dimension indicator (0.845), 2) an important loading factor on the brand trust variable is the brand characteristic dimension (0.945) and 3) an important loading factor on variable loyalty is Repeat Purchase (0.925) Conclusion Dimension of brand trust is the most important dimension in the issue of competition in the health service industry in hospitals. Strengthening and expanding hospital branding as a promotion strategy to add positive value to the reputation of patient and community services at the hospital.

The Effect of Brand Authenticity, Brand Trust on the Relationship Between Customers Brand Satisfaction

The Effect of Brand Authenticity, Brand Trust on the Relationship Between Customers Brand Satisfaction

The Impact of Corporate Social Responsibility on Corporate Reputation

This research paper explores the profound impact of Corporate Social Responsibility (CSR) on corporate reputation, focusing on the mechanisms through which CSR initiatives enhance or protect a company’s public image. By analyzing key theoretical frameworks such as stakeholder theory, social contract theory, and legitimacy theory, the paper examines how businesses strategically use CSR to manage reputational risks, improve brand trust, and foster positive public perception. Case studies of companies with successful CSR strategies highlight the benefits in financial performance, consumer loyalty, and crisis resilience. The challenges of managing CSR in a digital age, where transparency and scrutiny are heightened, are also discussed. The paper concludes with recommendations for balancing ethical responsibility with business objectives, stressing the importance of integrating CSR into core business strategies to build long-term reputational capital and sustainable growth. This research underscores CSR as a critical tool in modern corporate reputation management in both local and global contexts.

Impact of Influencers on Indonesian Gen Z’s Cosmetics Purchase Intention Through Social Media

Digitalization has transformed various aspects of life in Indonesia, driven by increased internet access and mobile device adoption. By 2024, Indonesia has over 221 million internet users, making it a significant digital market. This change has notably impacted the business sector, with influencers becoming crucial in marketing strategies, particularly in the cosmetics industry. Influencers, ranging from celebrities to individuals with large followings, enhance brand awareness and drive sales through product promotions and reviews. This study examines the impact of attractiveness, expertise, and trustworthiness on emotional attachment, brand trust, and purchase intention. The findings show that attractiveness does not significantly influence purchase intention. Conversely, emotional attachment and brand trust positively affect all three dependent variables. Future research should broaden the model by incorporating additional relevant variables and contexts, supported by a robust body of literature to strengthen the hypothesis and research quality.

EXAMINING MARKET ACCEPTANCE

This research endeavors to ascertain whether family businesses employ new product development as a strategy that is well received by the market. This qualitative research examined the food and beverage family business in Surabaya. Data was collected from credentialed persons or expertise via the use of purposive sampling. Interviews served as the primary method of data collection. The present study examines the experiences of family business proprietors in the food and beverage industry who, in response to ineffective marketing strategies, initiated the creation of innovative products. This study emphasizes sensory enjoyment, economic value, and brand trust in product development.

Exploring the mediating role of brand trust in the impact of digital marketing and online reviews on purchase decisions for beauty products: A case study on students in solo

The rapid development of information and communication technology has significantly altered the way consumers interact with brands. In the digital era, digital marketing has emerged as a primary strategy for companies to reach consumers and promote their products. The beauty industry, in particular, has undergone a major transformation, with digital marketing and online reviews playing crucial roles in influencing consumer purchasing decisions. This study focuses on exploring the mediating role of brand trust in the relationship between digital marketing, online reviews, and beauty product purchasing decisions among university students in Solo, Indonesia. The research aims to provide insights into how brand trust, as influenced by digital marketing and online reviews, impacts consumer behavior. The findings are expected to help beauty brands in enhancing their digital marketing strategies and improving brand trust among young consumers.

Instagram live-streamings: how does influencer–follower congruence affect Gen Z trust, attitudes and intentions?

Purpose Influencer marketing is nowadays an essential practice for companies wishing to establish a rapprochement with its customers and gain their trust. Building close relationships can be fulfilled through Instagram live-streamings. Drawing upon equilibrium theory and brand extension theory, this paper aims to determine the effect of influencer–follower congruence on trust, attitudes and intentions in Instagram live-streamings. Design/methodology/approach A survey was carried out on a sample of 330 Generation Z Instagram users exposed to a live-streaming of an influencer promoting a clothing brand on Instagram. A PLS analysis was performed to validate the proposed model. Findings Results revealed that influencer–follower congruence in a live-streaming promotes followers’ trust toward the brand. In addition, influencer reputation is found to reinforce this relationship. Moreover, results showed that brand trust mediates the effect of influencer–follower congruence on brand attitude. Besides, the latter turns out be a mediator of the relationship between brand trust and followers’ intentional reactions. Research limitations/implications The study has focused on one particular live-streaming as well as a particular influencer which reduces the generalizability of the results. Future research should therefore replicate the study with different stimuli. Furthermore, it would be interesting to manipulate influencer–follower congruence in an experiment to explore the effect of varying congruence levels on trust. Practical implications This paper highlights the importance of using live-streamings for brands, especially when Gen Z is targeted. This tool can be considered as very useful to establish a trust relationship with young consumers. Moreover, the study emphasizes on the importance of choosing influencers whose image is in line with that of their followers to establish close relationships with them and gain their trust. The findings also suggest that to further strengthen trust toward the influencer, the latter should benefit from a prior good reputation. Originality/value Despite abundance of research on communication strategies on Instagram, little has focused on live-streamings. Particularly, research on influencer–follower congruence is relatively rare. Thus, this study contributes to the understanding of the effects of influencer–follower congruence on followers of Instagram live-streamings and offers valuable theoretical and practical implications in this field.

The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective

This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.

The Influence of Content Marketing, Perceived Quality, and Brand Trust on Repurchase Intention of Pixy Cosmetic Products in Surabaya

The cosmetic industry is a leading industry among the three national priority industries in Indonesia. One of the local brands that has survived in market competition until now is Pixy Cosmetic. This study examines the influence of Content Marketing, Perceived Quality, and Brand Trust on Repurchase Intention towards Pixy Cosmetic products in Surabaya. This study uses a quantitative approach and a Likert scale to measure variables. This research uses non-probability sampling with purposive sampling technique to determine the sample, using 91 respondents. Analysis technique that used in this study is SmartPLS to analyze data. The results show that Content Marketing, Perceived Quality, and Brand Trust have a positive and significant influence on Repurchase Intention towards Pixy Cosmetic products in Surabaya.

The Mediating Effect of Brand Trust on Yhe Relationship between Corporate Social Responsibility and Hotel Customer Satisfaction

This study explores the impact mechanism of corporate social responsibility (CSR) on hotel customer satisfaction, paying particular attention to the mediating role of brand trust in this process. Based on stakeholder theory and signaling theory, we propose that corporate social responsibility not only directly affects customer satisfaction, but also indirectly affects satisfaction by enhancing customer trust in the hotel brand. We surveyed 732 guests at multiple hotels and analyzed the data using structural equation modeling. The results support our theoretical model and reveal that (1) a hotel's corporate social responsibility practices have a significant positive impact on customer satisfaction; (2) brand trust partially mediates the relationship between corporate social responsibility and customer satisfaction. relationship; (3) hotel type (luxury hotel vs. budget hotel) moderates the impact of corporate social responsibility on brand trust, and this relationship is more obvious in luxury hotels. This study enriches the literature on the impact mechanism of corporate social responsibility, reveals the key role of brand trust in hotel corporate social responsibility practices, and provides a new perspective for hotel managers to improve the effectiveness of corporate social responsibility.