A Model of Factors Affecting Foreign Brand Trust

Abstract

This study aims to investigate the effect of perceived quality on foreign brand trust and the moderating role of consumer ethnocentrism and negative subjective norms on foreign brand trust.A self-report survey of 170 Iranian home appliances shoppers was administrated.The results showed that perceived quality has a positive direct effect on foreign brand trust (β=0.623,t= 9.8) but consumer ethnocentrism and negative subjective norms have no significant effect on perceived quality.The analysis also indicated that consumer ethnocentrism and negative subjective norms moderate the relationship between perceived quality and foreign brand trust negatively, respectively (β=-0.229,t= -2.39; β=-0.131,t= -2.04).

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