Is dimension a measurement

Measuring brand trust

Brand Management Handbook pp 1-16 | Cite as

  • Franz-Rudolf Esch
  • Vanessa Rühl
  • Christina Baumgartl
Living reference work entry
First Online:
Part of the Springer Reference Wirtschaft book series (SRW)

Summary

Brand trust is gaining in relevance, especially against the background of frequent industry and corporate crises. It is therefore important in brand management to build, strengthen and maintain trust in the brand. Based on the attitude construct, the trust construct is made up of a cognitive and an affective component. The cognitive dimension includes the aspects competence and predictability, the emotional dimension benevolence and integrity. If these aspects are present, an intention of trust is brought about and trust is given. These aspects are to be measured and controlled in the trust management of brands.

keywords

Brand trust Reputation trust Experience trust Goodwill Competence
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Authors and Affiliations

  1. 1. Institute for Brand and Communication Research, EBS University of Economics and Law, Oestrich-Winkel, Germany
  2. 2. Institute for Brand and Communication Research EBS Business SchoolEBS University of Economics and LawOestrich-WinkelGermany
  3. 3.EBS University of Economics and LawOestrich-WinkelGermany
  4. 4.ESCH. The Brand ConsultantsSaarlouis and Cologne, Germany