Upright entrepreneurship - The positive effects of honesty on brand trust and brand performance
Φόρτωση...
Ημερομηνία
2021-09-17
Συγγραφείς
Papadopoulos, Georgios-Michalis
Τίτλος Εφημερίδας
Περιοδικό ISSN
Τίτλος τόμου
Εκδότης
Δικαιώματα
Default License
Άδειες
Παραπομπή
Παραπομπή
Περίληψη
Περίληψη
This dissertation was written as part of the MSc in Strategic Product Design at the
International Hellenic University.
It is an exploratory review on how brands build honesty, as well as its effect on
essential brand aspects, such as brand trust and brand performance. A survey has
been conducted online, gathering 252 responses from an equal number of Greekspeaking participants, aged from 20 to 39 years old. While the topic was previously
overlooked by literature, this paper presents promising results on customers’
eagerness to reward honesty, by paying a price premium and increased positive wordof-mouth to their social circle. A slight association of honesty with a brand’s offerings’
quality is also noticeable. It additionally uncovers potential issues to current brand trust
models, as outcomes suggest that some should be considered as outdated.
For brand honesty to exist, a brand needs to be strongly associated with other traits.
While honesty is categorized to sincere characteristics, as shown on Aaker’s (1997)
model, outcomes point that is primarily correlated with traits related to competence,
such as reliability, security, or being up to date. On the contrary, ruggedness attributes
(Western, Tough) and Upper-Class had a negative association. Honest brands should
also act accordingly, in terms of human resources, communications, and crisis
management practices, among others.
Περιγραφή
Λέξεις-κλειδιά
Brand honesty, Brand trust, Brand personality, Brand performance