A Model of Factors Affecting Foreign Brand Trust
foreign brand trust, ethnocentrism, negative subjective norm, perceived quality
This study aims to investigate the effect of perceived quality on foreign brand trust and the moderating
role of consumer ethnocentrism and negative subjective norms on foreign brand trust.
A self-report survey of 170 Iranian home appliances shoppers was administrated. The results
showed that perceived quality has a positive direct effect on foreign brand trust (β=0.623, t= 9.8)
but consumer ethnocentrism and negative subjective norms have no significant effect on perceived
quality. The analysis also indicated that consumer ethnocentrism and negative subjective
norms moderate the relationship between perceived quality and foreign brand trust negatively,
respectively (β=-0.229, t= -2.39; β=-0.131, t= -2.04).
A Model of Factors Affecting Foreign Brand Trust [PDF file] [Filesize: 940.66 KB]
Shahriar A. (2014). A Model of Factors Affecting Foreign Brand Trust. Journal of Competitiveness, 6 (3), 20-31 http://doi.org/10.7441/joc.2014.03.02