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Brand trust: implications from consumer doubts in the Egyptian mobile phone market

Hisham Hamid Hawass (Department of Business Administration, University of Mansoura, Damietta, Egypt)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 22 March 2013

2008

Abstract

Purpose

The purpose of this study is to explore the relationship between brand trust and consumer doubts towards new products in the Egyptian mobile phone market. The study controls for the effects of age differences and risk aversion.

Design/methodology/approach

The study applies a questionnaire methodology that consists of measures adopted from existing and tested scales on a randomly selected sample of Egyptian mobile phone users. It applies multiple regression analysis in order to predict the hypothesized relationships.

Findings

The research findings reveal that brand reliability is negatively associated with consumer doubts towards the perceived risks and the relative advantage of new products. On the other hand, brand intentions are negatively associated with doubts towards the performance risk of a new product. Besides, age and risk aversion do not control the hypothesized relationships.

Originality/value

This paper examines brand trust from a multi‐dimensional perspective to evaluate consumer doubts towards new products in the Egyptian context.

Keywords

Citation

Hamid Hawass, H. (2013), "Brand trust: implications from consumer doubts in the Egyptian mobile phone market", Journal of Islamic Marketing, Vol. 4 No. 1, pp. 80-100. https://doi.org/10.1108/17590831311306363

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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