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The Evolution of Branding: Navigating the New Landscape of Consumer Trust

Year: 2024

Type: article

Abstract: This research investigates the relationships between Brand Experience, Brand Communication Consistency, Brand Image, and Consumer Trust at PT. Indofood Jambi. Utilizing a quantitative approach with a sample of 100 consumers and employing SmartPLS for data analysis, the study examines how these variables interact to influence consumer trust. The findings reveal that Brand Experience significantly affects Brand Image, which in turn has a substantial impact on Consumer Trust. Brand Communication Consistency also plays a critical role, enhancing Consumer Trust through its positive effect on Brand Image. The results emphasize the importance of delivering exceptional brand experiences and maintaining consistent communication to build a strong Brand Image and foster Consumer Trust. These insights provide actionable recommendations for PT. Indofood Jambi to enhance customer loyalty and secure a competitive edge in the regional market.

Source: Journal of Economic Bussines and Accounting (COSTING)

DOI: 10.31539/costing.v7i5.11727

Authors: Firman Syah Noor, Yongky Ade Prahasta, Hermanto Hermanto

Institutions: Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi, Indonesia Open University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4401399261

FWCI:

Cites: 23

Cited by:

Related to: 10