Which Type of Brand Image is Important for Building Brand Trust? A Case Study on Starbucks

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Wei-chih, Chen
Papaporn Chaihanchanchai


To highlight the importance of brand image and enrich the limited study of brand trust, this paper primarily was aimed to investigate the influence of brand image on brand trust among customers of a global service brand. Data were collected from 230 Starbucks Thailand’s customers, aged between 18 to 40 years old, through an online survey. The results of multiple regression analysis demonstrated that the functional image, symbolic image, and experiential image could predict the significance of brand trust (R2= 0.586). Among the three types, the experiential image had the highest influence on brand trust among Thai Starbucks’ s customers (β = 0.476). Taken together, the findings suggest a role for brand image in promoting brand trust. The findings will be of interest to marketers, especially for service brands.

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