Brand Trust: The Analysis On Cronological Definition  

Oleh:

Zaerofi, Afif

Jenis: Article from Proceeding
Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 19-23.
Topik: Brand Trust; Cronology; Definition
Fulltext: Afif Zaerofi.pdf (187.71KB)

Isi artikel

“Brand trust” is the fundamental concept in customer relationship management. To make it understandable, both academics and practitioners conceptualise the term in the form of definition. However, the scholars define it differently and seems inconsistently. This fact has led to various perception and partial understanding on it. To help with this issue, around twenty five papers which contain or discuss on definitions, published in reputable journals are selected and examined. The journals are cronologically analysed by decades. Descriptive qualitative approach is used in this research. From literature investigation, it is found that although they have various definition but the key words have similar meaning such as: confidence/confident, belief, willingness to rely on feeling of security. Futher analysis suggests that cronologically, the definition of “brand trust” has been evolving and can be categorised into four phases. First, before the year of 1990, brand trust refers to personal relationship or between parties. Second, between 1990 to 2000 some authors define brand trust as personal relationship or parties and some others define brand trust as relationship between consumers and products. Third, between 2000-2011, brand trust is defined as the relationship between consumers and product. The last, between 2011-now, brand trust is defined as the relationship between consumers and the brand.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali