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BRAND TRUST AS A SOURCE OF BRAND EQUITY

Veneta Lyubenova
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Veneta Lyubenova: D. A. Tsenov Academy of Economics

Almanac of PhD Students, 2019, vol. 15, issue 15 Year 2019, 473-487

Abstract: The theoretical and empirical lack of support for including brand trust in the model of brand equity and the brand-customer relationship paradigm require further investigation of the links between the two terms. For the purposes of the current research, six proposals for operationalisation of brand trust are discussed. A novel classification of its dimensions, namely: consistency, honesty, and concern, and a hypothetical model of brand equity including brand are proposed.

Keywords: brand trust; brand equity; brand consistency; brand honesty; brand concern (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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