Effects of Customer Trust on Word of Mouth Communication: Examining Customer-Brand Relationship

Measuring and modeling customer trust can enhance the understanding of customer-brand relationship. The research examined the effects of customer trust and perceived value on word-of-mouth communication (WOM) using path analysis technique among existing customers of four competing brands, in a high involvement consumer goods context (passenger cars). The findings reveal the nature and magnitude of the differential effects of corporate brand trust, product brand trust and customer interface trust on WOM. It has implications for allocating resources for brand building across the three trust facets, designing programs to develop trust in a facet and monitoring effectiveness of marketing efforts.

Citation:

Joffi Thomas, Ashok Pratap Arora, and G. Shainesh (2009) ,"Effects of Customer Trust on Word of Mouth Communication: Examining Customer-Brand Relationship", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 162-164.