Executive summary of “Antecedents and moderators of brand trust in the context of baby care toiletries”

Citation

(2015), "Executive summary of “Antecedents and moderators of brand trust in the context of baby care toiletries”", Journal of Consumer Marketing, Vol. 32 No. 5. https://doi.org/10.1108/JCM-08-2015-035

Executive summary of “Antecedents and moderators of brand trust in the context of baby care toiletries”

Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 32, Issue 5

This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present.

The concept of brand trust has been extensively investigated within numerous studies. Different approaches recognize its considerable influence on the brands that consumers choose. It is also frequently associated with other brand-related concepts like commitment, loyalty and equity.

Notwithstanding such insight, some debate persists as to the main components of brand trust. Satisfaction is often cited as a key antecedent, although a diversity of other factors have also been forwarded by researchers. Among them are brand personality and how competent, credible or ethical suppliers are regarded by the consumer. Perceived expertise and reliability are also typically seen as trust elements. To further the complexity of understanding brand trust, others have noted that additional variables can become significant within different contexts.

Cognitive and affective dimensions are incorporated within many models of brand trust. The first is defined as being “knowledge-driven” that emerges as a consequence of balanced assessment of a brand’s value. Past experience also forms part of the evaluation process. Affective brand trust reflects an emotional bond that consumers form with brands which are perceived to care about them. A sense of security is generated by this form of trust.

Based on existing evidence, the current study assumes the existence of these two brand trust dimensions, respectively containing knowledge-based and emotion-based elements. Srivastana et al. acknowledge earlier work by suggesting a sequential relationship between the two dimensions. In their view, cognitive brand trust develops first and provides the foundation deemed necessary for affective brand trust to develop.

Also potentially important is brand predictability. The premise of this aspect is that consumers are able to use existing knowledge of a brand to anticipate how it will perform in the future. The role of predictability is evidence in the context of brand extensions, where the reputation of the parent brand influences consumer response to new products in the same family. It is felt that predictability might help lower perceived risk and enable the development of cognitive trust, which then facilitates affective trust.

Intimacy in relation to brands is another concept recently identified by researchers. Such as “closeness, connectedness, and bonding” between brand and consumer are reflected in this context in both psychological and emotional forms. The strong link is forged through “information disclosure” and the resulting intimacy typically prompts individuals to feel positive toward the brand.

The innovativeness of a brand also has implications for trust. Consumers are likelier to favor brands which are responsible for new offerings which better satisfy their requirements. Innovative brands develop products which are more unique and effective and can result in greater commitment from consumers. As people will rationally assess the functional value of new offerings, innovativeness should help to generate cognitive brand trust.

It has been asserted that brand trust increases in importance in conditions where consumers are highly involved with the potential purchase. Many studies have found even greater significance when buying is deemed to incorporate considerable risk. In such contexts, a trusted brand name helps diminish these concerns.

In the present study, brand trust is therefore considered in respect of baby care toiletry products. The high level of perceived risk in this purchase category and the potential for harmful consequences from using inappropriate products are among the reasons for this approach. Previous research has indicated quality, brand familiarity and brand awareness to be the key determinants in the selection of these products. It is felt that greater knowledge of how to enhance consumer trust in their brands can help firms operating within this products category.

The authors examine the impact of factors identified in the literature on brand trust where the purchase of baby care toiletry products is concerned. It is additionally proposed that certain personality characteristics may act to moderate any relationships. Plenty evidence exists to confirm that such traits do impact on consumer behavior. Based on earlier work, Srivastana et al. investigate the moderating influence of personality traits labeled as conscientiousness, agreeableness and openness to experience.

Discipline, hard work and punctuality are among the elements commonly associated with conscientiousness. People rating high in this trait tend to prefer brands that have proven reliability. They are unlikely to accept sub-standard functions and, thus, rely on past experience with a brand as a means to predict future performance. Agreeable individuals are seen as friendly, trusting and helpful. Relationships are important, so it is normal for them to seek brands which are caring and establish high degrees of intimacy with them. Innovation and imagination characterizes people who are open to experience. Research also identifies them as being creative, curious and independent. These consumers are perceived as likely to respond favorably to new products or services.

India represents a rapidly growing market for baby care toiletries, so the study was conducted in the city of Mumbai. Mothers of children under three years of age who had purchased any relevant products within the preceding six months participated in the survey. The final sample of 507 was diverse in terms of variables including age, education and income.

Subject responses to the questionnaire largely confirm the significance of the different factors analyzed. Cognitive brand trust does appear to be an antecedent of affective brand trust. Such a trust is developed when consumers acquire reasonable knowledge of the brand and positively evaluate the functional merits of a product. Their positivity is also enhanced when the brand performs consistently and enables them to predict future performance with some degree of confidence. Belief that the brand cares and is dedicated to further enhancing quality provides the consumer with the assurance needed to extend their trust into the affective domain.

On this evidence, these trust-related elements are especially important within categories which involve greater degrees of purchase risk. With regard to baby care toiletry products, the authors recommend an initial focus on ensuring that the products deliver on their functional attributes. Marketers should only then seek to find ways of emotionally engaging mothers using such as brand intimacy and appropriate communication and promotional strategies. Communication also positive influences brand predictability, so firms ideally need to provide multiple ways for consumer to interact with them. The need for consistency in brand messages and promises is pointed out.

Findings here contradict earlier work in showing that Indian consumers welcome innovativeness. Firms might exploit this by offering trials or samples to showcase novel product attributes. Demonstrating that such efforts can help mothers care for their babies can positively impact on trust development.

Srivastana et al. believe that product consistency is vital when targeting mothers rating highly in the conscientiousness trait, while “warmth and benevolence” can aid development of affective brand trust among agreeable individuals. Lack of significance of the openness to experience trait is attributed to the fact that mothers are naturally cautious about using unproven products on their vulnerable offspring. Restricting choice to established brands therefore seems the norm. Additional research is advised for a trait that is typically used to segment consumers.

Other possible determinants of affective brand trust could be addressed in future studies. Similar work might also consider more baby care products or different categories where high risk is perceived. Further ideas include third-party reporting of personality traits and focus on brand-related aspects like packaging and country-of-origin.

To read the full article enter 10.1108/JCM-09-2014-1157 into your search engine.

(A précis of the article “Antecedents and moderators of brand trust in the context of baby care toiletries”. Supplied by Marketing Consultants for Emerald.)