Determinants of brand trust in high inherent risk products: The moderating role of education and working status

Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand tr...

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Bibliographic Details
Published in:Marketing intelligence & planning 2016-05, Vol.34 (3), p.394
Main Authors: Srivastava, Neha, Dash, Satya, Mookerjee, Amit
Format: Article
Language:English
Subjects:
Baby care products
Brand equity
Brand loyalty
Consumer behavior
Consumers
Consumption
Customers
Decision making
Influence
Marketing
Purchase intention
Purchasing
Structural equation modeling
Studies
Trust
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Summary:Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand trust and its antecedents. Design/methodology/approach Extensive literature review was conducted to develop the theoretical framework, which was then empirically validated through a survey conducted on the 507 respondents. Data was analyzed using structural equation modeling. Findings The study found that brand credibility, brand innovativeness and family influence are antecedents of cognitive brand trust whereas brand intimacy and family influence are drivers of affective brand trust. Further, the working status is found to moderate the relationship between brand intimacy to affective brand trust and family influence to both cognitive and affective brand trust. The study result does not support the moderating effect of education on the relationship of cognitive brand trust with brand credibility and brand innovativeness. Practical implications The study recommends marketing strategy implications for high inherent risk product companies such as baby care toiletries that what essential factors they must keep in mind while promoting their brand and winning trust of customers. Originality/value The present study is one among those few empirical investigations that examines the role of antecedents of brand trust in less researched context of high inherent risk products.
ISSN:0263-4503
0263-4503
1758-8049
DOI:10.1108/MIP-01-2015-0004