Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism


  • Huaman-Ramirez Richard
  • Albert Noël
  • Merunka Dwight

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This research is interested in extending our understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.

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