ANTECEDENTS OF CONSUMER TRUST WITH RUTHLESS BRAND LEADERS

Power, John and Whelan, Susan (2006) ANTECEDENTS OF CONSUMER TRUST WITH RUTHLESS BRAND LEADERS. In: The 2006 Thought Leaders International Conference on Brand Management, 28th - 29th March 2006, The Centre for Research on Brand Management, University of Birmingham.

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Abstract

Research suggests that the development of trust between consumer and brand is the crux of relationship strength. This paper presents a conceptual model of trust development in the consumer-company relationship for brands perceived as ruthless, and examines the influencing role of the ruthless organisational leader. It is conceptualised that even when the leader of an organisation holds a ruthless image, that positive relationship strength can be achieved, due to the mediating role of consumer brand trust. In addition, the paper investigates the long-standing theoretical issue of image congruence and seeks to offer insights into how brands with negative associations are not always destined to receive negative consumer responses. They can in fact result in positive relationship strength between consumers and brands.

Item Type: Conference or Workshop Item (Paper)
Departments or Groups: Waterford Crystal Marketing Studies Group
Divisions: School of Business > Department of Management and Organization
Depositing User: John Power
Date Deposited: 24 May 2007 13:51
Last Modified: 22 Aug 2016 10:25
URI: http://repository.wit.ie/id/eprint/473

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