What is it about?
Study on factors leading to brand trust for high risk products.
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Why is it important?
Can be helpful to marketers while branding and promoting their high risk products.
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This page is a summary of: Determinants of brand trust in high inherent risk products, Marketing Intelligence & Planning, May 2016, Emerald,
DOI: 10.1108/mip-01-2015-0004.
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