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Brand Trust As A Source Of Brand Equity

Author

Listed:
  • Veneta Lyubenova

    (D. A. Tsenov Academy of Economics)

Abstract

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.

Suggested Citation

  • Veneta Lyubenova, 2019. "Brand Trust As A Source Of Brand Equity," Almanac of PhD Students, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, vol. 15(15 Year 2), pages 473-487.
    • Handle: RePEc:dat:almphd:v:15:y:2019:i:15:p:473-487
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    File URL: http://hdl.handle.net/10610/4288
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    More about this item

    Keywords

    brand trust; brand equity; brand consistency; brand honesty; brand concern;
    All these keywords.

    JEL classification:

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

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