Relationship between risk and trust in the brand. Exploratory Study in France

Abstract

This research aims and enlarging the trust’s analysis frame traditionally limited
to inter-enterprises trust to include the trust/risk relationship within the consumer
relationship frame.
This quasi exploratory study, tries to improve our understanding of the direct effect
of variables such as brand equity and store image, as well as their indirect effect,
through brand trust development on perceived risk reduction.
Structural equation modeling is then used to test the proposed and hypothesis
conceptual model.