Research tidbits: Customer trust and ethics
A selection of interesting research and articles we found recently. Transparency and social responsibility in building consumer trust What builds trust between consumers and corporations? To answer the question, Jiyun Kang and Gwendolyn Hustvedt developed a model showing the relationships among transparency, social responsibility, trust, attitude, word-of-mouth intention, and purchase intention. Via an online survey with a US nationwide sample of 303 consumers, results indicated that consumers’ perceptions of a corporation’s efforts to be transparent [...]