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Keywords: Brand trust
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Journal Articles
Leveraging sustainability cues in fashion advertising: comparative insights from Lithuania’s slow and fast fashion markets
Available to Purchase
Journal:
European Business Review
European Business Review (2025) 37 (5): 898–932.
Published: 14 August 2025
... and fast fashion Advertising Desirability Brand trust Willingness to buy NCA 12 01 2025 06 03 2025 12 05 2025 19 06 2025 23 06 2025 Sustainability research shows that sustainability cues help consumers simplify their purchase decisions and reduce uncertainty...
Journal Articles
Are global brands trustworthy?: The role of brand affect, brand innovativeness, and consumer ethnocentrism
Available to Purchase
Journal:
European Business Review
European Business Review (2019) 31 (6): 926–946.
Published: 14 October 2019
...Richard Huaman-Ramirez; Noël Albert; Dwight Merunka Purpose This paper aims to extend the 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...
Journal Articles
Brand experience effects on brand attachment: the role of brand trust, age, and income
Available to Purchase
Journal:
European Business Review
European Business Review (2019) 31 (5): 610–645.
Published: 02 August 2019
...Richard Huaman-Ramirez; Dwight Merunka Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334...
