ABSTRACT
Utilizing Grace and O’Cass’s Service Brand Verdict (SBV) framework, this research suggests that brand hearsay (i.e., advertising/promotion, word-of-mouth, and non-paid publicity) affects brand trust (i.e., affective and cognitive trust), which then leads to forming brand attitudes. This study tests the model and hypotheses based on responses from a sample of 346 respondents recruited by online sampling. A two-stage procedure is conducted to assess the measurement model and structural model using a bootstrapping technique with SmartPLS 3. The findings demonstrate that advertising/promotion and WOM (eWOM) had effects on affective trust while publicity did not have effect on affective trust. Also, advertising/promotion had a direct positive effect on cognitive trust, whereas neither WOM (eWOM) nor publicity did. In the brand trust-attitude link, affective trust not only fosters cognitive trust to brands, but also affects brand attitude positively.
摘要
利用Grace和O’Cass(2005)的服务品牌评价(SBV)框架,研究表明品牌传闻(即广告/促销、口碑和非付费宣传)影响品牌信任(即情感和认知信任),进而形成品牌态度.本研究基于346名在线抽样调查对象的回答,测试了模型和假设.采用智能PLS3自举技术对测量模型和结构模型进行了两阶段评估.研究结果表明,广告/促销和WOM(eWOM)对情感信任有影响,而宣传对情感信任无影响.广告/促销对认知信任也有直接的积极影响,而WOM(eWOM)和公共宣传都没有.在品牌信任态度环节中,情感信任不仅对品牌产生认知信任,而且对品牌态度产生积极影响.