Brand Trust and Authenticity: The link between trust in brands and the consumer's role on the market
Author
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.
Publishing year
2006
Language
English
Pages
522-527
Publication/Series
European Advances in Consumer Research
Volume
7
Links
Document type
Conference paper
Publisher
Association for Consumer Research
Topic
- Business Administration
Status
Published