{"id":692,"date":"2021-08-05T14:02:23","date_gmt":"2021-08-05T11:02:23","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=692"},"modified":"2021-10-30T19:08:04","modified_gmt":"2021-10-30T16:08:04","slug":"the-moderating-role-of-perceived-risk-in-building-initial-trust-towards-an-unknown-brand","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=692","title":{"rendered":"The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand\">The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Sandrine Sara EBENDE KOUEDI\">Sandrine Sara EBENDE KOUEDI, <meta name=\"citation_author\" content=\"Richard NKENE NDEME\">Richard NKENE NDEME<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2021\/08\/05\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"49\"><meta name=\"citation_lastpage\" content=\"57\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31.\">M31.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"This paper aimed to study the moderating role of perceived risk on the relationship between initial trust on an unknown brand and its antecedents. To achieve this structural equation modelling was used. The results show that perceived risk has a moderating effect on the aforementioned relationship. Indeed, in the case of high perceived risk, the positive perception of some signals (advertising, word of mouth and country of origin) has a positive effect on I.T. Whereas in the case of low perceived risk, it is rather the positive perception of packaging, point of sale and word of mouth that has a positive effect on I.T. These results indicate that, when trying to build initial trust for their brand, brand owner should consider perceived risk.\">This paper aimed to study the moderating role of perceived risk on the relationship between initial trust on an unknown brand and its antecedents. To achieve this structural equation modelling was used. The results show that perceived risk has a moderating effect on the aforementioned relationship. Indeed, in the case of high perceived risk, the positive perception of some signals (advertising, word of mouth and country of origin) has a positive effect on I.T. Whereas in the case of low perceived risk, it is rather the positive perception of packaging, point of sale and word of mouth that has a positive effect on I.T. These results indicate that, when trying to build initial trust for their brand, brand owner should consider perceived risk.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Perceived risk, Initial trust, Brand.\">Perceived risk, Initial trust, Brand.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2021\/ETIMM_V01_2021_27.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2021\/ETIMM_V01_2021_27.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2021\/ETIMM_V01_2021_27.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand Author Sandrine Sara EBENDE KOUEDI, Richard NKENE NDEME Classification JEL M31. Abstract This paper aimed to study the moderating role of perceived risk on the relationship between initial trust on an unknown brand and its &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[25],"tags":[],"coauthors":[18],"class_list":["post-692","post","type-post","status-publish","format-standard","hentry","category-jetimm_2021"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/692","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=692"}],"version-history":[{"count":2,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/692\/revisions"}],"predecessor-version":[{"id":724,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/692\/revisions\/724"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=692"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=692"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=692"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}