Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Past, Present and Future of Brand Trust: A case study done in the Swedish market
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this thesis is to investigate the declining direction that brand trusthas taken, throughout the past years in the Swedish market. Analyzing the present situation tobe able to build a picture of future solutions that brands could use in trying to build trust. By investigating the cause and then through these defined methods and tools be able to break this trend.

Method: With a qualitative method consisting of semi-structured interviews with 7 communication- and marketing agencies within in southern part of Sweden. With the aim of getting an expert view of the problem´s past and present, to be able to build an assumption about the future of brand trust in this market.

Theory: A theoretical framework consisting on the definition of brand trust, with a description of the micro- and macro perspectives. With theories about factors behind brand trust and also the markets mistrust of such. Some of which, authenticity, communication, satisfaction and customer loyalty arise as needed to build and uphold trust. These factors are described with the help of models, developed for this paper´s comprehension.

Conclusion: The result has indicated that the decline is due to digitization, expectations/satisfaction and confusion for the consumer. Moreover, the result in the long termperspective is to build authenticity and genuineness, choose the right target groups, communicate the right expectations, dare to participate in public topics and build the brand with a purpose. Blockchain has also been located as a possible future solution.

Place, publisher, year, edition, pages
2019. , p. 74
Keywords [en]
Brand trust, Digitalization, Satisfaction, Communication, Authenticity and Blockchain
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-159684ISRN: LIU-IEI-FIL-G--19/02049--SEOAI: oai:DiVA.org:liu-159684DiVA, id: diva2:1343564
Subject / course
Bachelor Thesis in Business Administration (Kandidatuppsats i Företagsekonomi)
Supervisors
Examiners
Available from: 2019-08-22 Created: 2019-08-17 Last updated: 2019-08-22Bibliographically approved

Open Access in DiVA

fulltext(789 kB)18 downloads
File information
File name FULLTEXT01.pdfFile size 789 kBChecksum SHA-512
6b4977dcd7d3bf7c09e6dd8835819e666c05c0e935b263322549282f91efd9bc0ae2f54b24b8eb695a72b3afade9522a9c21749dd70890bf8cc86d0ea70f0692
Type fulltextMimetype application/pdf

By organisation
Business AdministrationFaculty of Arts and Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 18 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 50 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf