...Yongzhi Qi; Ziling Wang; Yuxin Zhao; Lu Zhang; Jintao Lu Purpose This study aims to explore the mechanisms of action between cross-boundary cooperation differentiation of time-honored brands (THBs) and brand trust. Design/methodology/approach Six groups of cross-boundary cooperation cases...

... brand trust and leads to positive intention to purchase physical products. Conversely, when consumers sell branded NFTs, they perceive the sale as negative feedback on the brand’s value, leading to low brand trust and potentially causing customer attrition. Originality/value This research...

... brand trust and loyalty among smartphone users. Design/methodology/approach Data are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique. Findings The study's findings show that consumers' perceptions of brand coolness...

...Sunil Atulkar Purpose In today's competitive business environment the success of an organisation depends on its ability to create brand trust and loyalty in the customers. Therefore, the present study focusses on some major constructs of emotional attachment that help in creating brand trust...

...Nikunj Kumar Jain; Shampy Kamboj; Vinod Kumar; Zillur Rahman Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology...

.... The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339...

...Plavini Punyatoya Purpose – The purpose of this paper is to examine the effect of perceived brand environment-friendliness (PBE) on brand trust and perceived brand value and the subsequent effect on consumer’s environment friendly (EF) brand attitude and EF brand purchase intention. The research...