Akademik Veri Yönetim Sistemi
8th International Strategic Management Conference, Barselona, 21 Temmuz - 23 Haziran 2012, cilt.58, ss.1361-1369
This research investigates the effects of brand communication on brand trust through brand satisfaction. An empirical study shows some evidence of a positive relationship between brand communication and brand satisfaction, and stronger evidence of a positive relationship between brand satisfaction and brand trust. Existing research on these constructs and collecting behaviour is useful in explaining this result. Some implications for advertising strategy are provided and several avenues for further research are suggested to build on this study.