The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand

Sandrine Sara EBENDE Kouedi () and Richard NKENE Ndeme ()
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Sandrine Sara EBENDE Kouedi: University of Douala
Richard NKENE Ndeme: University of Yaounde II

Journal of Emerging Trends in Marketing and Management, 2021, vol. 1, issue 1, 49-57

Abstract: This paper aimed to study the moderating role of perceived risk on the relationship between initial trust on an unknown brand and its antecedents. To achieve this structural equation modelling was used. The results show that perceived risk has a moderating effect on the aforementioned relationship. Indeed, in the case of high perceived risk, the positive perception of some signals (advertising, word of mouth and country of origin) has a positive effect on I.T. Whereas in the case of low perceived risk, it is rather the positive perception of packaging, point of sale and word of mouth that has a positive effect on I.T. These results indicate that, when trying to build initial trust for their brand, brand owner should consider perceived risk.

Keywords: Perceived risk; Initial trust; Brand. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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