The influence of a brand’s reputation on the brand’s trust with Millenials

Ugled in zaupanje v blagovno znamko sta med seboj tesno povezana dejavnika, kar dokazujejo tudi različne raziskave. Ugled se pri potrošnikih oblikuje sčasoma in na podlagi dolgoročne interakcije z blagovno znamko in je eden od dejavnikov, ki posledično lahko privede do izgradnje zaupanja potrošnikov v blagovno znamko. Namen teoretičnega dela diplomskega dela je pregledati dejavnike zaupanja v blagovne znamke, ki so jih opredelili različni avtorji v svojih raziskavah, in raziskave, v katerih so že ugotovili pozitivno povezanost med ugledom in zaupanjem. Empirični del je zasnovan na analizi, v kateri sem se osredotočil na iskanje povezanosti med ugledom in zaupanjem blagovni znamki med milenijci v Slovenijiv okviru tega sem želel preveriti veljavnost zastavljene hipoteze, ki pravi, da obstaja pozitivna povezanost med omenjenima dejavnikoma. Reprezentativni vzorec je vseboval 157 ljudi, ki spadajo med predstavnike milenijcev in so odgovarjali na različna vprašanja, oblikovana na podlagi indikatorjev ugleda in zaupanja blagovnim znamkam. Na podlagi statistične analize podatkov sem ugotovil, da pri milenijcih obstaja pozitivna povezanost med ugledom blagovne znamke in zaupanjem vanjo.It has been proven by various researches that brand reputation and brand trust are two strongly correlated factors when it comes to brands. Consumers form their perceived brand reputation over time by taking into account different factors while brand reputation is identified as one of the factors that may contribute to building brand trust among consumers. The theoretical part of the thesis is concentrated on the critical analysis of the existing research papers and literature that identify different factors of influence on brand trust as well as those that confirm the positive correlation between brand reputation and brand trust. The empirical part concentrates on the research about the correlation between brand reputation and brand trust among Millennials in Slovenia. The hypothesis made states that there is a positive relationship between those two factors. The representative sample consisted of 157 individuals, all part of the millennial generation who answered various questions about brand reputation and brand trust formed on the basis of instruments and indicators already used in previous researches. The statistical analysis confirmed my hypothesis that there is a positive correlation between brand reputation and brand trust among Millenials