The Effect of brand Reputation on Customer Attitude to Brand Mediated by Emotional and Cognitive Trust

Document Type : Research Paper

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10.22034/farhang.2022.149144

Abstract

The purpose of this study was to investigate the effect of brand reputation on the emotional and cognitive trust and the effect of this trust on the attitude of customers to restaurant brand. The statistical population of this study was formed by all customers who went to restaurants in Ilam in the second half of 2019. Using Cochran sampling method, 384 people were selected as the sample, which finally according to the acceptable questionnaires, 373 people formed the sample size. The sampling method used in this study was simple sampling. It should be noted that the validity of the questionnaire was measured by experts' opinion and confirmatory factor loadings. The obtained Cronbach's alpha coefficient also indicates the validity of the questionnaire. Data analysis was performed using structural equation modeling technique with spss21 and smart PLS3 software. The results showed that brand reputation building had significant effect on three variables of brand attitude, cognitive trust and emotional trust. Also, cognitive trust variable had significant effect on customer attitude to brand, but the effect of emotional trust on brand attitude was not significant. Cognitive trust was not significant. It mediates the relationship between brand reputation and customer attitude to the brand. But emotional trust does not mediate the relationship between brand reputation and customer attitude to the brand.

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