Does Brand Communication Increase Brand Trust? The Empirical Research on Global Mobile Phone Brands

Abstract

This research investigates the effects of brand communication on brand trust through brand satisfaction. An empirical study shows some evidence of a positive relationship between brand communication and brand satisfaction, and stronger evidence of a positive relationship between brand satisfaction and brand trust. Existing research on these constructs and collecting behaviour is useful in explaining this result. Some implications for advertising strategy are provided and several avenues for further research are suggested to build on this study. (C) 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of 8th International Strategic Management