...-being Consumer inclusion Supplier engagement Brand strategy Ethical marketing Social responsibility Non-consumer stakeholders Marketing ethnography Inclusive design Brand trust Developing economies © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use...

.... In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust. Design/methodology/approach The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling...

..., fully mediated by both brand authenticity and brand trust. We contribute to the research on brand stories by testing an important but so far unexplored characteristic of who is telling the brand story: the family nature of the firm. Doing so, we build on and extend research on the brand source...

... of user-brand involvement, brand trust, brand engagement, brand recommendation and brand loyalty. Design/methodology/approach Cross-sectional quantitative data, gathered from a total of 340 eligible respondents via an online questionnaire survey, were empirically analysed and validated using a hybrid...

... of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context...

...Zelin Tong; Jingdan Feng; Fang Liu Purpose Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how negative publicity influences image congruity and, subsequently, brand trust...

... of brand trust formation for newly launched brands by evidencing and explaining primacy effects related to the greater diagnosticity of corporate brand information. Practical implications Market entrants should communicate information about their company before promoting their products. Originality...

...Shubhomoy Banerjee; Ateeque Shaikh Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand...

... in sustainable brands is built in the mind of professional service providers, as they are influential in their clients’ decision process. Design/methodology/approach Structural equation modeling was used to test the conceptual model that predicted how brand trust of sustainable products is built in the mind...

...Nazuk Sharma; Marisabel Romero Purpose The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product. Design...

...Elaine Wallace; Pedro Torres; Mário Augusto; Maryana Stefuryn Purpose Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores...

... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand trust Brand authenticity Cost transparency Brand relationships Brand transparency Production transparency Consumer attitude The idea of openness – generally cited in terms of “transparency...

...June-Hyuk Kwon; Seung-Hye Jung; Hyun-Ju Choi; Joonho Kim Purpose This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty. Design...

... dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0. Findings Findings reveal that PCSR has a significant influence on consumer brand trust and brand...

... affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust. Originality/value This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study...

... and how negative emotions lead to retaliation intention. Then, it probes into opposite moderation effects of brand love in these two stages. Further, it explores contingent factors, including perceived fairness, inferred goodwill, aggressive personality and brand trust, which may moderate “love is blind...

...-efficacy and media trust significantly predicted consumers’ persuasion knowledge of the fake news. Persuasion knowledge of the fake news significantly influenced consumers’ perceived diagnosticity of the fake news and subsequent brand trust. Furthermore, persuasion knowledge of the fake news mediated...

... validity. Practical implications The separation of these scales into two components will facilitate more precise examination of consumer perceptions of these two components of product and brand images, and how they may impact brand attitudes and brand trust. Originality/value This is the first...

... fashionistas are more effective in increasing females’ brand trust through delivering product-centric visual images when targeting women with high vanity, opinion leadership and fashion consciousness. Brands as the Instagram profile source are more persuasive in increasing males’ brand trust through delivering...

...Michael Schade; Rico Piehler; Claudius Warwitz; Christoph Burmann Purpose This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers...