In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities
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DOI: 10.1093/jcr/ucz026
Abstract: The essence of a brand is that it delivers on its promises. However, consumers’ trust in brands (CTB) has declined around the world in recent decades. As a result, CTB has become a major concern… read more here.
Keywords: consumers trust; trust brands; price; mix activities ... See more keywords