Year of Graduation
Relationship Between Trust to People, Brand Trust and Brand Features
The topic of this work relates to the question of the relationship between trust to people, brand trust, and brand features involved in communication with a consumer. This work aims to investigate this relationship. Experiment was conducted using questionnaire and stimulus material that consisted of the visual and textual information about four nonexistant brands. The information included brand names, logos, descriptions in all sample groups, whereas brand characters and article about socially valuable activities brands are involved in were presented only in experimenal groups. Data obtained partially confirmed hypotheses about relationships between trust to people, brand trust and brand features.