The Role of Perceived Justice in Building Brand Trust

Faruk Anil Konuk

Abstract


The objective of this study is to examine the relationships between perceived justice, brand trust and switching
costs. In this context, using convenience sampling, a survey was conducted on 427 complaining customers
regarding with white goods. Structural equation modeling was used to test the proposed hypotheses. The results
of the empirical study reveal that perceived justice dimensions are positively related to brand trust and switching
costs. In addition, the findings also confirm positive relationship between brand trust and switching costs. At the
end of this study, managerial implications are discussed.





Full Text: PDF DOI: 10.5539/ijms.v5n2p154

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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