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Brand Trust and Authenticity: The link between trust in brands and the consumer's role on the market

In English

Författare

Summary, in English

Consumers increasingly demand that brand authenticity means that the brand's values are aligned with the corporation's actions, which are made transparent (Holt 2002). Interrogating Holt's claim that "consumer resistance" is inevitably staged in the marketplace, I suggest that the implications of seeing brand authenticity as linked to trust are related to how the consumer's role on the market is perceived. I argue that as a consequence of "consumer resistance" taking place in the market, there will be a power asymmetry between consumers and brands, increasing the vulnerability of consumers, and affecting the form that the consumer-brand trust relationships can take.

Publiceringsår

2006

Språk

Engelska

Sidor

522-527

Publikation/Tidskrift/Serie

European Advances in Consumer Research

Volym

7

Dokumenttyp

Konferensbidrag

Förlag

Association for Consumer Research

Ämne

  • Business Administration

Status

Published