BRAND TRUST AS A SOURCE OF BRAND EQUITYАвтори
brand trust, brand equity, brand consistency, brand honesty, brand concern.
The theoretical and empirical lack of support for including brand trust in the model of brand equity and the brand-customer relationship paradigm require further investigation of the links between the two terms. For the purposes of the current research, six proposals for operationalisation of brand trust are discussed. A novel classification of its dimensions, namely: consistency, honesty, and concern, and a hypothetical model of brand equity including brand are proposed.
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