Moderating effects of uncertainty on relative brand trust-love

Purpose The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust-love.Design/methodology/approach Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model.Findings Findings of the study suggest that relative brand trust-love arises because of different components of uncertainty. Relative brand trust-love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust-love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust-love.Research limitations/implications This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer-brand relationship. Furthermore, results suggest that relative brand trust-love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love.Originality/value kThe conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust-love, is a new approach in enhancing relative brand trust-love and hence helpful in strengthening the quality of customer-brand relationships.