Relationship between brand trust and positive electronic word-of-mouth intention

Abstract

This study examines the effects of brand trust and Online Brand Community (OBC) trust on repeat purchase intention and positive Electronic Word-Of-Mouth intention (eWOM). A sample of 502 consumers was surveyed. The results show that brand trust positively affects the online brand community trust and repeat purchase intention, while the direct relationship between brand trust and eWOM intention is not significant. In addition, online brand community trust and intention to repurchase jointly mediate the relationship between brand trust and eWOM intention. This study shows the importance of brand trust and online brand community trust and suggests some practical insights for marketing professionals on how to interact with and manage their online brand community.

Keywords

• cộng đồng trực tuyến
• niềm tin thương hiệu
• ý định truyền miệng tích cực qua internet
• ý định mua lại