IDEAS home Printed from https://ideas.repec.org/a/mgt/youmgt/v9y2011i3p249-273.html
   My bibliography  Save this article

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

Author

Listed:
  • James E. Haefner

    (University of St. Francis, USA)

  • Zsuzsa Deli-Gray

    (the ESSCA Ecole de Management, Hungary)

  • Al Rosenbloom

    (the Dominican University, USA)

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.

Suggested Citation

  • James E. Haefner & Zsuzsa Deli-Gray & Al Rosenbloom, 2011. "The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 9(3), pages 249-273.
  • Handle: RePEc:mgt:youmgt:v:9:y:2011:i:3:p:249-273
    as

    Download full text from publisher

    File URL: http://www.fm-kp.si/zalozba/ISSN/1581-6311/9_249-273.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 475-492, March.
    2. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

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

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mgt:youmgt:v:9:y:2011:i:3:p:249-273. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alen Jezovnik). General contact details of provider: http://edirc.repec.org/data/fmkupsi.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.