Evaluating Brand Trust: A Comparative Study on Selected Smartphone Brands

Abstract

This report intended to examine the brand trust in the context of smart phone handset industry in Bangladesh. The pervasive use of mobile phone in our life is now taken for granted. We can do almost everything with our phones. For the purpose of examining the brand trust across three brands (iPhone, Samsung, Huawei), a survey was conducted with a self-administered questionnaire following a non-probabilistic sampling technique with the sample size of 60. Cronbach alpha values for each of the constructs (brand trustworthiness, brand attachment, and brand equity) were found to be in the acceptable range (all above .70). The constructed lower diagonal correlation matrix showed statistically significant relationships among the aforementioned constructs. It has been found that both brand trustworthiness and brand equity vary across all the brands considered in the study. But brand attachment was not found to vary across the brands. It has also been found that brand trustworthiness and brand attachment both have impact on the brand equity. The changes in the brand equity can be explained by changes in both brand trustworthiness and brand attachment by 65.90%. But higher relative contribution from brand trustworthiness is found due to higher beta value.