Citation

Fong, Stany Wee Lian and Ismail, Hishamuddin and Tan, Pei Kian and Kamaruddin, Nur Izaitun (2024) Brand Trust Dimensions for Low-Involvement Product Adoption. PaperASIA, 40 (6b). pp. 146-156. ISSN 0218-4540

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Abstract

In today's fast-paced consumer environment, understanding brand trust is paramount, particularly in lowinvolvement product adoption. This research investigates the development of brand trust tailored to lowinvolvement contexts, confirming two fundamental dimensions: brand competence (t = 2.31, p < 0.05), and brand intention (t = 6.07, p < 0.01). Through a thorough examination of pertinent literature and empirical evidence, this study confirms how these dimensions profoundly influence consumer perceptions and behaviors in low-involvement product adoption scenarios, seemingly surpassing the influence of conventional characteristics in the Diffusion of Innovation context. Brand competence underscores the ability to fulfill promised benefits, while brand intention emphasizes the willingness to genuinely care for consumer well-being. By delineating and confirming these dimensions, this study provides marketers and researchers with a focused framework to comprehend and bolster brand trust in low-involvement product adoption contexts. Ultimately, leveraging these insights presents brands with an opportunity to cultivate stronger consumer relationships and excel in competitive market landscapes..

Item Type:	Article
Uncontrolled Keywords:	Brand competence, Brand intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	06 Feb 2025 06:46
Last Modified:	06 Feb 2025 06:47
URII:	http://shdl.mmu.edu.my/id/eprint/13367

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