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Brand trust: implications from consumer doubts in the Egyptian mobile phone market

Brand trust: implications from consumer doubts in the Egyptian mobile phone market 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Brand trust: implications from consumer doubts in the Egyptian mobile phone market

Journal of Islamic Marketing , Volume 4 (1): 21 – Mar 22, 2013

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1759-0833
DOI
10.1108/17590831311306363
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Islamic MarketingEmerald Publishing

Published: Mar 22, 2013

Keywords: Brand trust; Consumer doubt toward new products; Risk aversion and the Egyptian culture; Egypt; Brands; Consumer behaviour

References