Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism

Richard Huaman-Ramirez, Noël Albert and Dwight Merunka ()
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Richard Huaman-Ramirez: EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Noël Albert: Kedge Business School [Talence]
Dwight Merunka: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This research is interested in extending our understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.

Date: 2019
New Economics Papers: this item is included in nep-ind, nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-02118515v1
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Published in European Business Review, In press, ⟨10.1108/EBR-11-2017-0202⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02118515

DOI: 10.1108/EBR-11-2017-0202

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