The Impact of Brand Authenticity and Perceived Uniqueness on Brand Trust: A Study on Mobile Phone Services Providers in Bangladesh

Abstract

This project report deals with the marketing research that primarily intends to measure The Impact of Brand Authenticity and Perceived Uniqueness on Brand trust. The study was conducted in the context of Mobile Phone Services Providers in Bangladesh. The sample size is 114 and sampling technique was essentially non-probabilistic in nature. Apart from the primary objective mentioned earlier, there are several objectives in this project report, which are: To evaluate the variations in Brand Authenticity (BA), and Uniqueness (U), Brand Trust (BT) across the brand considered in this study. To examine the structural relationships among the constructs used in the study. To evaluate the impact of Brand Authenticity (BA), and Uniqueness (U) on Brand Trust (BT).

It was found that there are no statistically significant variations in Brand Authenticity (BA), and Uniqueness (U), Brand Trust (BT) across the brands considered in this study and . But all these constructs were found to have statistically significant correlations among them. Brand Authenticity (BA) and Uniqueness (U) were found to have significant impact on Brand Trust (BT). But in terms of relative contribution, Brand Authenticity (BA) was found to contribute more to the variation in Brand Trust (BT) than Uniqueness (U).