Intervention and adaptation options for measuring brand trust in the context of its dimensionality with an emphasis on the generational context

• Monika Naďová Krošláková ^[1] ; Marián Čvirik ^[1] ; José Manuel Guaita Martínez ^[2]
  1. [1] University of Economics in Bratislava

     University of Economics in Bratislava

     Eslovaquia

     
  2. [2] Universidad Politécnica de Valencia

     Universidad Politécnica de Valencia

     Valencia, España

     
• Localización: Esic market, ISSN 0212-1867, Vol. 55, Nº 2, 2024
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • Objective: This article aims to analyse the model of perception of trust in the selected brand (Subway) with the help of the modified tool “Perceived Brand Trust”, and to investigate the difference in generational perception of trust in the investigated brand.

    Methodology: In this article, we use statistical methods such as elements of descriptive statistics and inductive statistics with an emphasis on confirmatory factor analysis, reliability estimation methods, and one-way ANOVA.

    Results: The result is a modification of the three-dimensional brand trust perception model and a demonstration of its use in practice.

    Limitations: Limitations can be observed in self-collection and the use of respondents’ personal reflection in the context of brand trust.

    Practical implications: The article has academic, theoretical and practical benefits. The practical benefit can be seen in the creation and verification of a model for measuring brand trust perception, which can be applied to any brand.