Brand Trust and Country of Origin: Pointers for Research in an Emerging Market

Harvinder Singh ()
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Harvinder Singh: Institute of Management Technology (IMT)

Chapter Chapter 12 in Managing in Recovering Markets, 2015, pp 157-166 from Springer

Abstract: Abstract Brand trust and country of origin have been explored deeply in academic research, but there are few researches linking both. The present study is an empirical investigation of the same based on brand trust rankings of India’s 100 most trusted brands for four consecutive years. The rankings were done by India’s leading market research agency in collaboration with India’s leading business newspaper, covering over 8,000 respondents each year from different socioeconomic segments of India. Four data sets corresponding to 4 years were subjected to Mann-Whitney U test and t-test to investigate the relationship. This study indicates that there is no difference in brand trust rankings of Indian and foreign brands, indicating the neutral attitude of Indian consumer towards country of origin in terms of trust in a brand. These results are a good starting point for a series of researches which explores this hypothesis more conclusively in the Indian context.

Keywords: Branding; Brand trust; Country of origin; Ethnocentrism; Indian consumer; Mann-Whitney U test (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-81-322-1979-8_12

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DOI: 10.1007/978-81-322-1979-8_12

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