• Corpus ID: 31947301

ARE TRUSTED BRANDS IMPORTANT

@inproceedings{Chatterjee2005ARETB,
  title={ARE TRUSTED BRANDS IMPORTANT},
  author={Sharmila Chatterjee},
  year={2005}
}
This study examines whether trusted brands are important in determining brand outcomes in consumer markets. Specifically, we study whether trust facilitates obtaining superior brand outcomes in terms of market share and advertising efficiency. We propose that, in addition to a direct effect of trust on brand outcomes, trusted brands also attain superior brand outcomes by gaining differential benefits in terms of the effectiveness of certain key strategic advertising variables. Thus, we posit a… 
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