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The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand

Author

Listed:
  • Sandrine Sara EBENDE KOUEDI

    (University of Douala)

  • Richard NKENE NDEME

    (University of Yaounde II)

Abstract

This paper aimed to study the moderating role of perceived risk on the relationship between initial trust on an unknown brand and its antecedents. To achieve this structural equation modelling was used. The results show that perceived risk has a moderating effect on the aforementioned relationship. Indeed, in the case of high perceived risk, the positive perception of some signals (advertising, word of mouth and country of origin) has a positive effect on I.T. Whereas in the case of low perceived risk, it is rather the positive perception of packaging, point of sale and word of mouth that has a positive effect on I.T. These results indicate that, when trying to build initial trust for their brand, brand owner should consider perceived risk.

Suggested Citation

  • Sandrine Sara EBENDE KOUEDI & Richard NKENE NDEME, 2021. "The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 49-57, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:49-57
    as

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    References listed on IDEAS

    as
    1. Patricia Gurviez & Sandrine Ebendé-Kouédi, 2017. "Formation de la confiance initiale envers une marque inconnue," Post-Print hal-01637731, HAL.
    2. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
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    More about this item

    Keywords

    Perceived risk; Initial trust; Brand.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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