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The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis

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Author Info

  • James E. Haefner

    (University of St. Francis, USA)

  • Zsuzsa Deli-Gray

    (the ESSCA Ecole de Management, Hungary)

  • Al Rosenbloom

    (the Dominican University, USA)

Registered author(s):

    Abstract

    This paper presents the research findings of a global brand study conducted during the recent global economic crisis. The study sought to understand how four brand constructs (country-of-origin, brand familiarity, brand liking and brand trust) would influence global brand purchase intent in a sample of consumers living in Bulgaria and Hungary. Step-wise regression models were used for the study’s twenty brands for consumers living in both countries. The regression models indicated that brand liking and brand trust were the most important predictors of purchase intent in both groups. The paper discusses the relevance of these findings for marketing global brands in post-crisis environments in both countries.

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    Bibliographic Info

    Article provided by University of Primorska, Faculty of Management Koper in its journal Managing Global Transitions.

    Volume (Year): 9 (2011)
    Issue (Month): 3 ()
    Pages: 249-273

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    Handle: RePEc:mgt:youmgt:v:9:y:2011:i:3:p:249-273

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    Related research

    Keywords: brand trust; brand liking; Hungary; Bulgaria; global marketing;

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