Impact of Servitization on the Brand Personality and the Subsequent Effect on Brand Trust

EasyChair Preprint 7060

Abstract

The manufacturing firms are cajoled to implement service offering along with the conventional product offering in the competitive market space. But the available literature does not provide the specific factors that could define best factors of service (Gebauer, 2008). In an ever growing and competitive market consisting of several stakeholders in an intricated supply chain, the firms’ activities provide it with an abstract corporate image, which is used as an input by the customer for supplier selection (Sheth & Sinha, 2015). However, a gap exists to understand the impact of important industrial services on brand personality in the Indian context (Wang, Wang, Fang, & Jiang, 2018). Brand personality further stimulates a person’s feelings and compels the brand trust and brand affect to rise up positively (Su & Tong, 2016) (Sung & Kim, Effects of brand personality on brand trust and brand affect, 2010). Similar research has shown that brand personality boosts emotional connection between brand and the consumer, and positively uplifts brand trust and loyalty (Louis & Lombart, Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand), 2010). This firm tries to identify the impact on brand trust due to servitization.

Keyphrases: Brand Trust, Servitization, brand personality

@booklet{EasyChair:7060,
  author    = {Saurabh Junnarkar and Pratima Sheorey},
  title     = {Impact of Servitization on the Brand Personality and the Subsequent Effect on Brand Trust},
  howpublished = {EasyChair Preprint 7060},
  year      = {EasyChair, 2021}}