Investigating Affecting Factors of Cognitive and Empirical Trust to Brand (Case Study: Apple Brand)

Trade name and the process to create it have become one of the most important terms in business and marketing in recent decades. Concept of brand refers to a particular name and sign under which a product or service is provided in order to distinguish it from other products and services .This was an applied research in terms of objective and a descriptive survey in terms of methodology, in which statistical population comprised all the users of Apple cellphones. Convenience sampling method was used. Sample size was determined using Cochran’s formula at 385. Data collection was done by questionnaire, validity of which was established by content validity and convergent validity methods. As for its reliability, construct reliability, combined reliability (CR) were used and for reliability of each variable, factor loadings were used. To test conceptual model and hypotheses, confirmatory factor analysis and variance-based structural equations were applied using PLS method. Data analysis was conducted using SPSS software and Smart-PLS software .Results suggests positive and significant impact of brand reputation, brand innovation and family on cognitive trust in brand. Also, positive and significant impact of family on emotional trust in brand was confirmed .

Keywords:

Cognitive Trust , Emotional Trust , Brand Trust , Brand of Apple