Article2019

The effects of brand hearsay on brand trust and brand attitudes

69 citations0/0 files storedJournal of Hospitality Marketing & Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

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.

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References

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