A Study on Building Brand Trust Through Visual Communication
Togawa Taku, Associate Professor
Faculty of Economics, Department of Management
To implement sustainable marketing strategies, firms have increasingly emphasized building brand trust with consumers. Previous studies suggest that brand trust is engendered not only by corporate efforts focusing on fairness and transparency but also by effective communication of the trustworthiness of their brand. This study focuses on the role of visual marketing communication through logos, packaging, and advertising, and examines how they affect consumer perceptions of brand trustworthiness.
This study aims to explore effective marketing communications to garner brand trustworthiness. Specifically, the study provides researchers and marketing managers with beneficial implications by examining the effects of visual elements on consumer perceptions of brand trustworthiness and identifying a boundary condition and underlying mechanism of these effects.