The magic of branding: the role of 'pledge', 'turn' and 'prestige' in fostering consumer trust in financial services
The purpose of this paper is to study the impact of brand image on consumer trust through empirical investigation in the context of financial services sector. Whilst trust helps to bind consumers to brands, a strong brand image works like magic in reducing consumers’ risk perception and promoting tr...
| Main Authors: | , , |
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| Format: | Article |
| Published: |
Palgrave Macmillan
2016
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/39082/ |