In recent years, academic circles have emphasized the key role of trust in the field of marketing because trust can help build a competitive advantage. It is common knowledge that the concept of trust has been at the point of interest of many different scientific disciplines for centuries and studied from various aspects. Our thesis, for one, is based on our research trying to look at it with relation to the corporate brand and the private label brand. As consumers increasingly strive to eat a healthier and balanced diet, they wish to avoid the pesticides found in the foods produced in conventional ways. Corporate brands had to respond to consumers’ needs and demand by expanding their supply by way of introducing private label brands of organic made products, and these demand a higher level of trust. Therefore, our main objective was to determine the impact of the trust in a corporate brand on the trust in organic private label brand. The theoretical part focuses on the positive impact of the trust in the corporate brand on the trust in organic private label brand and defines both variables: the trust in the corporative brand, on the one hand, and the trust in the organic label brand, on the other. In the empirical part, we examine the ratio between both variables: based on the valid quantitative data supplied by 153 respondents to our structured questionnaire survey and statistically analysed by way of SPSS, we have come to a conclusion that the trust in the corporate brand has a positive correlation on the trust in the organic private label brand.
|
