Brand Trust in the Mongolian Cashmere Industry

Baigalzaya Batsukh () and Fei Chen ()
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Baigalzaya Batsukh: School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China
Fei Chen: School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China

Sustainability, 2024, vol. 16, issue 22, 1-16

Abstract: Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform to reach the participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Our analysis confirmed that brand quality and commitment to environmental responsibility significantly increase consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty.

Keywords: customer brand trust; brand perspectives; customer; responsible business practice; Mongolia; cashmere (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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