Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement

Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement

Yi Zhang, Jingyi Zhao Department of Economics and Management, Shanghai Institute of Technology, Shanghai, People’s Republic of ChinaCorrespondence: Yi Zhang, Department of Economics and Management, Shanghai Institute of Technology, No. 120 Caobao Road, Shanghai, People’s Republic of China, Tel +86 1...

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Bibliographic Details
Main Authors: Zhang Y, Zhao J
Format: Article
Language:English
Published: Dove Medical Press 2023-04-01
Series:Psychology Research and Behavior Management
Subjects:
customer-oriented deviance
perceived benefits
perceived uncertainty
brand trust
customer involvement
Online Access:https://www.dovepress.com/research-on-mechanisms-of-customer-oriented-deviance-on-brand-trust-th-peer-reviewed-fulltext-article-PRBM

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https://www.dovepress.com/research-on-mechanisms-of-customer-oriented-deviance-on-brand-trust-th-peer-reviewed-fulltext-article-PRBM

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