Purpose – The purpose of this study is to explore the relationship between brand trust and consumer doubts towards new products in the Egyptian mobile phone market. The study controls for the effects of age differences and risk aversion. Design/methodology/approach – The study applies a questionnaire methodology that consists of measures adopted from existing and tested scales on a randomly selected sample of Egyptian mobile phone users. It applies multiple regression analysis in order to predict the hypothesized relationships. Findings – The research findings reveal that brand reliability is negatively associated with consumer doubts towards the perceived risks and the relative advantage of new products. On the other hand, brand intentions are negatively associated with doubts towards the performance risk of a new product. Besides, age and risk aversion do not control the hypothesized relationships. Originality/value – This paper examines brand trust from a multi‐dimensional perspective to evaluate consumer doubts towards new products in the Egyptian context.
Journal of Islamic Marketing – Emerald Publishing
Published: Mar 22, 2013
Keywords: Brand trust; Consumer doubt toward new products; Risk aversion and the Egyptian culture; Egypt; Brands; Consumer behaviour
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