文章基本信息

标题：Cultural Uncertainty on Brand Trust of Fast Food Industry in Malaysia
本地全文：下载
作者：Rozita Naina Mohamed ; Rozita Naina Mohamed ; Norzaidi Mohd Daud 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2012
卷号：42
页码：399-412
DOI：10.1016/j.sbspro.2012.04.204
语种：English
出版社：Elsevier
摘要：AbstractFast food industry very important culturally and is intensifies in popularity. However, the influence of cultural uncertainty on brand trust is still elusive. The lack of awareness on customer sensitivity has let a company or products down. This study conceptualized the perception of customers’ religious sensitivity, health threat and information disclosure issues and the critical factors that influence brand trust. The result of this study will provide insights into the successful implementation of branding models used and as opportunity to the industries to undergo an operation-check and allows better understanding of the pre-requisites necessary to succeed in today's competitive environment.
关键词：Cultural uncertainty;brand trust;fast food industry;Malaysia