V DzWe proudly carry Bose audio products for

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V Example of Campbell and Coca Cola
V Extent to which consumer evaluations are
affected.
V Studies of Berry 2000 and Krishanan and
Hartline 2001.
V Ingredient branding affects overall physical
good (Desai and Keller 2002.)
V ffect of Manufacturer to Retailer
V This study examines three-way relationship
of brands, retailers and consumers discussed
by Webster 2000.
V Do trust in and satisfaction with a brand have
a positive effect on the retailing firm in the
form of repurchase intentions.

V Is this relationship direct, or mediated by

trust in and satisfaction.
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V H1: Satisfaction with the brand has a positive,
direct influence on trust in the brand.
V H2: Satisfaction with the retailing firm has a
positive direct influence on trust in the retailing
firm.
V H3: Satisfaction with the brand has a positive,
direct influence on satisfaction with the retailing
firm
V H4: Trust in the brand has a positive, direct
influence on trust in the retailing firm.
V H5: Satisfaction with the retailing firm has a
positive, direct influence on repurchase
intentions with the retailing firm.
V H6: Trust in the retailing firm has a positive,
direct influence on repurchase intentions with
the retailing firm.
V H7: The effects of brand trust and satisfaction
on retailer repurchase intentions are
mediated by trust in and satisfaction with the
retailer.
V  survey was used to collect the data for this
study.
V Respondents were interviewed at multiple
locations.
V Two categories of products:
V Computers (n :262) and Electronics (n : 174).
V Specifically, consumers were asked to
evaluate their most recent purchase
experience
V Kuestions were:
(1) Does trust in and satisfaction with a brand
have a positive effect on the retailing firm
in the form of repurchase intentions?
(2) What is the nature of this relationship?
(i.e. is it direct, or mediated by trust in and
satisfaction with the retailer?)
V Explanation of nswers.
V Complex Relationship between brands,
retailers and consumers.
V Study of other products.
V Effects of pure Service firms (e.g. Hair salon,
auto repair etc.)
V Current Model could be enhanced.