Structure Of The Research: .Definition Of Brand Trust

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Structure of the research: Definition of brand trust;
Reasons for low brand trust in the marketing channels.
What is brand misconduct according to the consumers?
Brand equity’s and brand credibility’s role in building and maintaining brand trust;
Negative publicity ;
Reputational capital;
Conclusion;
Definition of brand trust:
The human beings naturally seek fellows to trust, moreover the trust is the only bridge toward building any kind of relationship. The definition of trust, according Oxford Dictionary is “Firm belief in the reliability, truth, or ability of someone or something”. From finance to friendship and even the content of our food, we need to trust in brands every day as we trust our family or friends. Notwithstanding
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(Foundation, 2016). . It is common practice even well-known brands to use practices classified as unfair, containing misleading information or using misleading omissions. Sluggish broadband service is a problem, even in some parts of central London. No consumer trust t in her/his internet supplier, that he will deliver the speed of internet as stated in the contract. Customers like Jim McColl discovered they were tied into 25-year credit agreements with their energy suppliers /HELMS/ – despite being told their solar panels were free and the most recent scandal with global consequences both, for the consumers and the brand - Volkswagen the world’s largest carmaker lied about their emissions tests through cheating software. The arrogance that they thought they wouldn’t get caught is scary, especially since they publicly promised to be the ‘greenest’ car producer in the world by 2018. The Starbucks coffee cups scandal has the same dimensions, where the brand misled the consumers about what happens to cups collected in instore recycling bins.
Amplification of negative publicity and its effect on brand trust.
Those scandals reflect in negative publicity for the brand. Many researches in consumer behaviour indicate that consumers become attached to various brands and form "relationships" with them, which results in
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