Through the looking glass: The factors that influence consumer trust and distrust in brands
This study aims to identify the factors responsible for creating brand trust and brand distrust among consumers. It uses a grounded theory approach to guide the conduct and analysis of 20 semistructured interviews that yielded 120 descriptions of consumer-brand interactions. The 3-stage model that e...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley-Liss Inc.
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |