What is it about?
Explores the factors that leads to the development of trust in a brand.
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Why is it important?
Presents a comprehensive model of brand trust along with role of personality moderators.
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This page is a summary of: Antecedents and moderators of brand trust in the context of baby care toiletries, Journal of Consumer Marketing, August 2015, Emerald,
DOI: 10.1108/jcm-09-2014-1157.
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