A conceptual model on relative brand trust-love: Impact of uncertainty
ISSN: 0258-0543
Article publication date: 14 July 2023
Issue publication date: 20 July 2023
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
The paper proposes the idea of relative brand trust-love and offers a conceptual framework that identifies three different uncertainties that moderate the customer’s brand trust and love.
Originality/value
The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2023), "A conceptual model on relative brand trust-love: Impact of uncertainty", Strategic Direction, Vol. 39 No. 7, pp. 33-35. https://doi.org/10.1108/SD-06-2023-0074
Publisher
:Emerald Publishing Limited
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