Title: Trust in car brands : a quantitative analysis on trust in car brands in Switzerland
Authors : Beurer-Züllig, Bettina
Proceedings: 10th & 11th international conferences on new challenges in management and business
Pages : 68
Pages to: 68
Conference details: NCM Conference, Dubai, 23 March 2018
Issue Date: 23-Mar-2018
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: This study analyses affective and cognitive trust dimensions (manufacturer’s competence, predictability, benevolence and integrity) and their influence on trust. Furthermore, trust in car brands is analyzed. One survey ist published online returning 278 fully completed questionnaires. A second survey is sent out specifically to students with an engineering background returning 129 completed questionnaires. Volkswagen, Alfa Romeo, BMW, Fiat and Audi are the most commonly owned brands and Volkswagen, BMW, Audi, Mercedes and Alfa Romeo the most trusted brands in survey one. In survey two, Volkswagen, BMW, Audi, Ford, Mercedes and Toyota are the most commonly owned brands and BMW, Tesla, Volvo, Toyota and Mercedes the most trusted ones. Competence shows highest effects on trust in survey one followed by predictability, integrity and benevolence. In survey two as well, competence shows highest impact on trust, followed by predictability, benevolence and integrity. Results suggest, that the impact trust dimensions have on trust are different in specific target groups. Furthermore, target groups with an engineering background trust different brands even though Volkswagen is the most commonly owned brand across both comparison groups.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/7455
Appears in Collections:Publikationen School of Management and Law

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