BRAND TRUST AS A SOURCE OF BRAND EQUITY

dc.contributor.author	Lyubenova, Veneta
dc.date.accessioned	2020-06-12T09:22:56Z
dc.date.accessioned	2020-06-12T09:22:57Z
dc.date.available	2020-06-12T09:22:56Z
dc.date.available	2020-06-12T09:22:57Z
dc.date.issued	2019
dc.identifier.issn	1313-6542
dc.identifier.uri	http://hdl.handle.net/10610/4288
dc.description.abstract	The theoretical and empirical lack of support for including brand trust in the model of brand equity and the brand-customer relationship paradigm require further investigation of the links between the two terms. For the purposes of the current research, six proposals for operationalisation of brand trust are discussed. A novel classification of its dimensions, namely: consistency, honesty, and concern, and a hypothetical model of brand equity including brand are proposed.	us_US
dc.publisher	Tsenov Publishing House	EN_en
dc.relation.ispartofseries	15;28
dc.subject	brand trust	us_US
dc.subject	brand equity	us_US
dc.subject	brand consistency	us_US
dc.subject	brand honesty	us_US
dc.subject	brand concern	us_US
dc.title	BRAND TRUST AS A SOURCE OF BRAND EQUITY	us_US
dc.type	Article	us_US

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