Relationship between risk and trust in the brand. Exploratory Study in France
This research aims and enlarging the trust’s analysis frame traditionally limitedto inter-enterprises trust to include the trust/risk relationship within the consumerrelationship frame.This quasi exploratory study, tries to improve our understanding of the direct effectof variables such as brand equ...
- Autores:
-
Leila Amraoui
Dagoberto Páramo Morales
- Tipo de recurso:
- Fecha de publicación:
- 2011
- Institución:
- Universidad del Norte
- Repositorio:
- Repositorio Uninorte
- Idioma:
- spa
- OAI Identifier:
- oai:manglar.uninorte.edu.co:10584/4837
- Acceso en línea:
- http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3578
http://hdl.handle.net/10584/4837
- Palabra clave:
- Rights
- License
- http://purl.org/coar/access_right/c_abf2
| Summary: | This research aims and enlarging the trust’s analysis frame traditionally limitedto inter-enterprises trust to include the trust/risk relationship within the consumerrelationship frame.This quasi exploratory study, tries to improve our understanding of the direct effectof variables such as brand equity and store image, as well as their indirect effect,through brand trust development on perceived risk reduction.Structural equation modeling is then used to test the proposed and hypothesisconceptual model. |
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