Publication type: Conference paper
Type of review: Peer review (publication)
Title: Trust in motorcycle brands : an empirical study on brand personality and trust building measures on motorcycle websites
Authors: Seiler, Roger
Schuppisser, Stefan
Koruna, Stefan
Proceedings: 10th & 11th international confernces on new challenges in management and business
Page(s): 74
Conference details: NCM Conference, Dubai, United Arab Emirates, 23 March 2018
Issue Date: 2018
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: Functional differentiation has become difficult as most motorcycle brands today build high quality products. Therefore, trust and brand personality are increasingly important means of differentiation. In this study, we look into consumers’ perception of motorcycle brands, i.e. which brands are the most trusted ones and which online measures (customer reviews, testimonials, guarantee extension, product configurator, SSL (Secure Sockets Layer) encryption and plain text as well as text and picture product description) have a positive effect on consumers’ trust. An online survey containing an experiment is conducted in Switzerland leading to 302 fully completed surveys. The most trusted brands are Kawasaki, Honda, Yamaha, BMW, Suzuki, KTM, Harley Davidson, and Ducati. Brands with a more functional brand personality are perceived as more trustworthy than brands with an emotional brand personality. All online trust-building measures show a positive effect on trust. Therefore, motorcycle manufacturers can be advised to make use of customer ratings, testimonials, guarantee extensions, offering a product configurator as well as SSL encryption and prominently displaying pictures when describing their products online.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Appears in collections:Publikationen School of Management and Law

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