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Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism

Author

Listed:
  • Richard Huaman-Ramirez

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

  • Noël Albert

    (Kedge Business School [Talence])

  • Dwight Merunka

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

This research is interested in extending our understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.

Suggested Citation

  • Richard Huaman-Ramirez & Noël Albert & Dwight Merunka, 2019. "Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism," Post-Print hal-02118515, HAL.
    • Handle: RePEc:hal:journl:hal-02118515
    DOI: 10.1108/EBR-11-2017-0202
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-02118515
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    References listed on IDEAS

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