Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust

Abstract

The brand trust that evolves from brand’s ability to successfully deliver on its promises can be discussed in two dimensions: brand intention and brand reliability. The hedonic dimension, which is associated with certain emotions in customer’s preference of a certain brand or the utilitarian dimension, which is associated with more rational aspects resulting from a product’s ability to satisfy functional or physical roles can have an impact on the brand trust perceived by consumers. According to the results of the research it is found that the respondents with respect to utilitarian and hedonic dimension have a significant correlation with the reliability dimension of brand trust (for utilitarian dimension r=0.62, p<0.01; for the hedonic dimension r=0.61, p<0.01). And also utilitarian and hedonic dimension have a significant correlation with the intention dimension of brand trust (for hedonic dimension r=0.55, p<0.01; for utilitarian dimension r=0.57, p<0.01). The results of this study indicate that the independent variables (hedonic and utilitarian attitudes) in the model have a significant impact on both the reliability and intention dimensions of the brand trust