Antecedents of Consumers’ Brand Trust: Case of Automobile Market in Vietnam

Abstract

The paper aims to research the factors that influence on brand trust in automobile market in Vietnam. The brand personality along with brand awareness, brand authenticity, brand image and perceived quality were considered as antecedents affecting on the consumers’ brand trust in marketing perspective. The questionnaire was conducted, and multiple linear regression analysis was used to test the factors and their relationship to brand trust. The findings showed the direct relationship of 5 predictors including Brand Personality, Brand Awareness, Perceived Quality , Brand Image and Brand Authenticity have positive and significant influences on Brand Trust. The results of the study contriubute to the marketing practitioners setting up effective marketing strategies to gain the buyers’ trust.