Md. Isa, Azwardi and Ismail, Md Daud and Saud, Mohammad Basir (2013) Corporate brand and consumer trust: Context dependent. In: 2nd Applied International Business Conference (AIBC2013), 7 – 8 December 2013, Labuan School of International Business and Finance, Universiti Malaysia Sabah.

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Abstract

This paper discusses the issue of consumer trust from corporate brand perspective.The understanding of consumer trust is important as it allows the scholars to understand the reason why the consumers loyal to a certain brand or product.In essence, this paper highlights that scholars should focus on the source of consumer trust instead of questioning whether trust is important.Consequently, this paper argues that the source of consumer trust is embedded in the context of a study.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN: 978-967-0521-26-8 Organized by: Universiti Malaysia Sabah.
Uncontrolled Keywords:	corporate brand, consumer trust, automotive context
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	School of International Studies
Depositing User:	Mr. Mohd. Azwardi Md. Isa
Date Deposited:	18 Apr 2016 01:59
Last Modified:	18 Apr 2016 01:59
URI:	https://repo.uum.edu.my/id/eprint/17964

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