Research suggests that the development of trust between consumer and brand is the crux of relationship strength. This paper presents a conceptual model of trust development in the consumer-company relationship for brands perceived as ruthless, and examines the influencing role of the ruthless organisational leader. It is conceptualised that even when the leader of an organisation holds a ruthless image, that positive relationship strength can be achieved, due to the mediating role of consumer brand trust. In addition, the paper investigates the long-standing theoretical issue of image congruence and seeks to offer insights into how brands with negative associations are not always destined to receive negative consumer responses. They can in fact result in positive relationship strength between consumers and brands.
|Publication status||Published - 2006|
|Event||The 2006 Thought Leaders International Conference on Brand Management - The Centre for Research on Brand Management, University of Birmingham, The Centre for Research on Brand Management, University of Birmingham|
Duration: 01 Jan 2006 → …
|Conference||The 2006 Thought Leaders International Conference on Brand Management|
|City||The Centre for Research on Brand Management, University of Birmingham|
|Period||01/01/2006 → …|