The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty

Ozdemir, Sena; Zhang, Shijie; Gupta, Suraksha; Bebek, Gaye

doi:10.1016/j.jbusres.2020.02.027

Cited by 81 publications

(66 citation statements)

References 178 publications

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“…Apart from these two types of trust, we suggest future researchers to explore more types of trust given its important role in consumer online behaviour. For example, Ozdemir et al (2020) investigated similar relationships between trust, peer influence and brand loyalty. In their study, they divided the trust construct into two subtypes, cognitive (i.e., about conscious and rational thoughts) and affective (i.e., about emotional relationship with the trustee).…”

Section: Discussionmentioning

confidence: 99%

How trust leads to online purchase intention founded in perceived usefulness and peer communication

Harrigan

Feddema

Wang

et al. 2021

J of Consumer Behaviour

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This study seeks to understand the specific factors on social media that help drive the intention to purchase fashion‐related products, focusing on the central role of trust. The unique contribution of this research lies in its exploration of the interplay between perceived usefulness of the fashion brand's social media and peer communication on the fashion brand's social media in driving trust in the fashion brand's social media and, ultimately, purchase intention. Theoretically, we combine the technology acceptance model and consumer socialisation theory to explore the mediating role of trust in a rapidly expanding and growing industry sector. In surveying 150 Europeans to test our hypotheses around the aforementioned concepts, findings show that the perceived usefulness of a brand's social media is impacted by a set of atmospheric cues, and it influences the level of trust in both the fashion brand and its social media channels. Peer communication also influences perceived usefulness and level of trust in both the fashion brand and its social media channels. Trust in the brand but not its social media channels impacts purchase intention. The role of privacy concerns is limited in our model. We draw implications for theory around combining consumer socialisation theory and the technology acceptance model and for managers around parallel strategies to build different sets of trust on social media.

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Section: Discussionmentioning

confidence: 99%

How trust leads to online purchase intention founded in perceived usefulness and peer communication

Harrigan

Feddema

Wang

et al. 2021

J of Consumer Behaviour

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“…A satisfactory presentation of the brand, communication of its values, adequate production, and high quality standards can build consumer confidence by creating positive associations with the brand ( Berry, 2000 , Ozdemir et al, 2020 ). Brand associations positively affect brand reputation, which is a decisive factor in shaping brand trust ( Han, Nguyen, & Lee, 2015 ).…”

Section: Literature Reviewmentioning

confidence: 99%

Should I stay, or should I go? Consumers' perceived risk and intention to visit restaurants during the COVID-19 pandemic in Brazil

Hakim

Zanetta

Cunha

2021

Food Research International

102

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“…In addition, consumer animosity can impact boycott participation (Yu et al ., 2020) and trust and corporate reputation (Ozdemir et al ., 2020), brand trust and attitude (Chiu, 2016), and brand credibility, which could be damaged easily by boycotts in the era of social media. Being the target of a boycott movement might encourage participation with the expectation of increased success through collective actions (Prasad and Verma, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

Ali

2021

Journal of Consumer Affairs

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This study aims to investigate the impact of Turkish–Kurdish political relations on Kurdish consumers' behavior toward Turkish products. The following variables were included as predictors: consumer animosity, boycott participation, boycott motivation, and product judgment. An online survey was conducted to collect the data; it attracted 1,100 participants. Seven hypotheses were tested using descriptive statistics, correlation coefficients, and structural equation modeling. The study findings show that consumer animosity has a significant impact on boycott participation, motivation, and product judgment. Purchase readiness is significantly affected by product judgment and boycott participation. Purchase aversion is significantly impacted by boycott participation and boycott motivation. This study gives insight into a conflict that has not been previously covered; to the best of our knowledge, it is the first to examine the consumers' perspective on the on the Turkish–Kurdish conflict.

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The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty

Cited by 81 publications

References 178 publications

How trust leads to online purchase intention founded in perceived usefulness and peer communication

How trust leads to online purchase intention founded in perceived usefulness and peer communication

Should I stay, or should I go? Consumers' perceived risk and intention to visit restaurants during the COVID-19 pandemic in Brazil

Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

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