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| Tekijä: | Elliot, R. Yannapoulou, N. |
| Otsikko: | The nature of trust in brands: a psychosocial model |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:9/10, p. 988-998 |
| Asiasana: | research brands consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | The authors seek to empirically explore the lived experience of trust in consumer brands and to develop a model spotlighting on functional and symbolic brands. The authors found that when consumers have to choose in buying of different functional brands that do not involve much of risk and the price is low familiarity of the brand is sufficient information. However when risk and the price level increases consumers tend to search for a safe purchase choice, when concerning functional brands through confidence and dependability, while with symbolic brands the consumer has to trust the brand in order to make a purchase decision. |
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