The effects of brand hearsay on brand trust and brand attitudes

被引：23

作者：

Kim, Eun-Jung ^{[1
]}

Kim, Soon-Ho ^{[2
]}

Lee, Yong-Ki ^{[1
]}

机构：

[1] Sejong Univ, Sch Business, 209 Neungdong Ro, Seoul 143747, South Korea

[2] Georgia State Univ, Robinson Coll Business, Cecil B Day Sch Hospitality, Atlanta, GA 30303 USA

来源：

JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT | 2019年 / 28卷 / 07期

基金：

新加坡国家研究基金会;

关键词：

Brand hearsay; brand trust; brand attitudes; smartPLS; 3; WORD-OF-MOUTH; PURCHASE INTENTIONS; CUSTOMER VALUE; SERVICE BRAND; CONSUMER ATTITUDES; MEDIATING ROLES; MODERATING ROLE; ONLINE; IMPACT; MODEL;

D O I：

10.1080/19368623.2019.1567431

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Utilizing Grace and O'Cass's Service Brand Verdict (SBV) framework, this research suggests that brand hearsay (i.e., advertising/promotion, word-of-mouth, and non-paid publicity) affects brand trust (i.e., affective and cognitive trust), which then leads to forming brand attitudes. This study tests the model and hypotheses based on responses from a sample of 346 respondents recruited by online sampling. A two-stage procedure is conducted to assess the measurement model and structural model using a bootstrapping technique with SmartPLS 3. The findings demonstrate that advertising/promotion and WOM (eWOM) had effects on affective trust while publicity did not have effect on affective trust. Also, advertising/promotion had a direct positive effect on cognitive trust, whereas neither WOM (eWOM) nor publicity did. In the brand trust-attitude link, affective trust not only fosters cognitive trust to brands, but also affects brand attitude positively.

引用

页码：765 / 784

页数：20

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