Brand Trust and Authenticity:The Link Between Trust in Brands and the Consumer’S Role on the Market
Consumers increasingly demand that brand authenticity means that the brand’s values are aligned with the corporations’ actions, which are made transparent (Holt 2002). Interrogating Holt’s claim that “consumer resistance” is inevitably staged in the marketplace, I suggest that the implications of seeing brand authenticity as linked to trust are related to how the consumer’s role on the market is perceived. I argue that as a consequence of “consumer resistance” taking place on the market, there will be a power asymmetry between consumers and brands, increasing the vulnerability of consumers, and affecting the form that the consumer-brand trust relationships can take.
Citation:
Clara Gustafsson (2005) ,"Brand Trust and Authenticity:The Link Between Trust in Brands and the Consumer’S Role on the Market", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 522-527.
Authors
Clara Gustafsson, Stockholm University, School of Business
Volume
E - European Advances in Consumer Research Volume 7 | 2005
Share Proceeding
Featured papers
See MoreFeatured
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
Featured
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
Featured
When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements
In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA