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

Purpose This paper aims to extend the 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. Design/methodology/approach In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed. Findings Brand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers. Originality/value The mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.