Are global brands trustworthy?

Abstract

Purpose This paper aims to extend the 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. Design/methodology/approach In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed. Findings Brand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers. Research limitations/implications A limited number of fast-food brands was analyzed. Future studies should replicate the research model using different product categories to generalize the findings. Practical implications This study offers new opportunities for managers concerned by the optimization of their global brands management. First, the results demonstrate the interest of managers to increase the emotional and affective aspects of their global brands to make them more trustable. Second, brand managers should also emphasize the innovative aspects of their global brand. Indeed, it is essential for practitioners not only to propose frequently new and innovative products to consumers but also to follow the latest trends in their market. The more managers provide new, useful solutions to fulfill consumers’ needs, the more consumers will trust those global brands. Originality/value The mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.