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Consumer confidence in credence attributes: The role of brand trust

Author

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  • Lassoued, R.
  • Hobbs, J.E.

Abstract

While the concept of institutional trust has received considerable attention in different branches of the social science literature, brand trust has been somewhat neglected, particularly with respect to the food sector. Motivated by the need to further investigate the concept, this paper develops a conceptual framework that explores the effects of brand trust, trust in the food system, consumer confidence and brand loyalty. While most extant studies have examined the brand trust-brand loyalty link, this paper proposes that: (i) the impact of brand trust on consumer confidence in brand attributes is mediated by trust in the food system, and (ii) brand trust leads to brand loyalty via consumer confidence. The proposition is tested using Structural Equation Modelling techniques based on survey data from a sample of Canadian consumers of packaged green salad. Results indicate that in a food context, brand trust is positively associated with consumer confidence in brand quality and safety, largely via trust in the food system. Furthermore, confidence in credence attributes is shown to lead to brand loyalty. While previous research conceived brand trust as a multidimensional construct, the analysis suggests that trust in food brands could be better explained by a one-factor model.

Suggested Citation

  • Lassoued, R. & Hobbs, J.E., 2015. "Consumer confidence in credence attributes: The role of brand trust," Food Policy, Elsevier, vol. 52(C), pages 99-107.
  • Handle: RePEc:eee:jfpoli:v:52:y:2015:i:c:p:99-107
    DOI: 10.1016/j.foodpol.2014.12.003
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    2. Thomas L. Sporleder & Peter D. Goldsmith, 2001. "Alternative Firm Strategies for Signaling Quality in the Food System," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 49(4), pages 591-604, December.
    3. Bello, David C. & Holbrook, Morris B., 1995. "Does an absence of brand equity generalize across product classes?," Journal of Business Research, Elsevier, vol. 34(2), pages 125-131, October.
    4. Brian G. Innes & Jill E. Hobbs, 2011. "Does It Matter Who Verifies Production‚ÄźDerived Quality?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 59(1), pages 87-107, March.
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    Citations

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    Cited by:

    1. Hobbs, Jill E. & Goddard, Ellen, 2015. "Consumers and trust," Food Policy, Elsevier, vol. 52(C), pages 71-74.
    2. Rim Lassoued & Jill E. Hobbs & Eric T. Micheels & David Di Zhang, 2015. "Consumer Trust in Chicken Brands: A Structural Equation Model," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 621-647, December.
    3. repec:oup:erevae:v:46:y:2019:i:2:p:163-192. is not listed on IDEAS
    4. repec:eee:jfpoli:v:80:y:2018:i:c:p:55-67 is not listed on IDEAS
    5. repec:eco:journ3:2017-04-19 is not listed on IDEAS
    6. repec:ags:ijofsd:254116 is not listed on IDEAS
    7. repec:gam:jagris:v:8:y:2018:i:12:p:200-:d:190528 is not listed on IDEAS
    8. repec:tei:journl:v:10:y:2017:i:3:p:7-17 is not listed on IDEAS
    9. Tonkin, Emma & Meyer, Samantha B. & Coveney, John & Webb, Trevor & Wilson, Annabelle M., 2016. "The process of making trust related judgements through interaction with food labelling," Food Policy, Elsevier, vol. 63(C), pages 1-11.

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