Onderzoeksartikel

Vertrouwen in nieuwe producten van nieuwe merken in reclame

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Abstract

Despite an increasing interest for trust in a business context, there has been little research in trust in the field of advertising. The role of trust in advertising might be the largest in the case of new products of new brands. An experiment has been conducted to test a model of trust. Four fictitious advertisements have been developed, because of the distinction between product and service, and between an emphasis on the product or on the brand in the advertisements. The results show that trust in a new product of a new brand is particularly related to trust in the brand. Trial intentions are only correlated with trust in the product. This means that, although the product affects trial intention, the brand is important as from its market introduction. The strategy - emphasis on the product or on the brand - doesn’t affect neither consumers’ trust nor trial intention.

How to Cite:

Hornikx, J., (2002) “Vertrouwen in nieuwe producten van nieuwe merken in reclame”, Tijdschrift voor Communicatiewetenschap 30(3), 249–261.