Antecedents of Consumers Brand Trust: Case of Automobile Marketin Vietnam

Abstract

The paper aims toresearchthe factors that influence on brand trust in automobile marketin Vietnam. The brand personality along with brand awareness, brand authenticity, brand image and perceived quality were considered as antecedentsaffecting on the consumers’ brand trust in marketing perspective. The questionnaire was conducted, and multiple linear regression analysis was usedto test the factors and their relationship tobrand trust. The findings showed the direct relationship of5 predictors including Brand Personality, Brand Awareness, Perceived Quality , Brand Image and Brand Authenticity have positive and significant influences on Brand Trust.The results of the study contriubute to the marketing practitionerssettingup effective marketing strategies to gain the buyers’ trust.The paper aims toresearchthe factors that influence on brand trust in automobile marketin Vietnam. The brand personality along with brand awareness, brand authenticity, brand image and perceived quality were considered as antecedentsaffecting on the consumers’ brand trust in marketing perspective. The questionnaire was conducted, and multiple linear regression analysis was usedto test the factors and their relationship tobrand trust. The findings showed the direct relationship of5 predictors including Brand Personality, Brand Awareness, Perceived Quality , Brand Image and Brand Authenticity have positive and significant influences on Brand Trust.The results of the study contriubute to the marketing practitionerssettingup effective marketing strategies to gain the buyers’ trust.