ARE TRUSTED BRANDS IMPORTANT?

Source:The Marketing Management Journal/Volume 15, Issue 1

Summary;

This study examines whether trusted brands are important in determining brand outcomes in consumer marrkets.So our question is;Are trusted brands important in advertising consumer goods? The answer from this study says that it is "Yes".There are three outcomes that line this conclusion.

The first one :Trust plays an important role in generating positive brand outcomes.we find that trust has a positive relationship with market share as well as with advertising efficiency.

Second, we find that trusted brands have an additional advantage in increasing the effect of share of voice on market share.

Third one ;It shows that there exists a strong effect of trust on brand differentiation with regard to enhancing advertising efficiency.

In Conlusion;Managers of consumer goods companies should invest resources in building consumer trust in their brands.

Volkan Erdoğan- 107604187