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What Drives Trust?: A Study of the Effects of Brand Trust and Trust in Technology on Consumer Confidence in Autonomous Vehicle Development
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (Marketing)
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (Marketing)
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Research Purpose: To examine the relationship between Brand Trust and Trust in Technology and establish a connection between the two with an additional examination into cognitive and affective trust.

Research Method: This study is based on a qualitative research method and the data collection method selected is semi-structured interviews. The empirical data is based on 12 interviews and these interviews were analyzed through thematic coding.

Conclusion: In determining BTDT, consumers rely primarily on Brand Reputation-related impressions and knowledge, specifically a brand's reputation. Further, attitudes of trust manifest themselves in either affective or cognitive responses based on the level of knowledge and experience a respondent has with a particular brand.

Limitations: The main limitations of this study are based on the sample size of the respondents (12), as it is not necessarily a large enough sample to make significant conclusions. Further, the study was conducted in the home country of one of the studied brands, which could result in pre-existing biases among the respondents.

Contribution: As such, this study explores the connection between Brand trust and Trust in Technology research as it relates to automotive brands and Autonomous Vehicle technology. It establishes a connection between both cognitive and affective dimensions of brand trust and trust in technology and the antecedents required to develop this trust and proposes the new theoretical concept of Brand Trust to Develop Technology.

Place, publisher, year, edition, pages
2019. , p. 65
Keywords [en]
Brand Trust, Trust in Technology, Brand Reputation, Brand Intentionality, Past and Expected Performance, Perceived Risk Reduction, Brand Knowledge, Autonomous Vehicles, Artificial Intelligence, Cognitive Trust, Affective Trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-387390OAI: oai:DiVA.org:uu-387390DiVA, id: diva2:1328777
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-06-24 Created: 2019-06-23 Last updated: 2019-06-24Bibliographically approved

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  • apa
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