How much of brand equity is explained by trust?

Ambler, TFJ (1996) How much of brand equity is explained by trust? Working Paper. London Business School Centre for Marketing Working Paper.

Abstract

Brand equity, key to the evaluation of marketing performance, exists in the minds and, figuratively, hearts of consumers, and other market place players; but is largely assessed on the basis of their observed behaviours. Such indirect measures are typically relative (to other brands), e.g. market share and relative price, whereas direct measures such as awareness and attitudes, are conventionally expressed in absolute terms. The correlation between the two types has been poor. Expressing brand equity in relational terms opens a new line of research which may provide better performance prediction and assessment. Trust is the most popular measure for relationship assessment and may similarly prove to be the leading indicator for brand equity. Some research proposals are made.