source: Zenodo (CERN European Organization for Nuclear Research)
Abstract
The main purpose of this study is to examine the effect of influencer credibility, brand originality image, and price consciousness on the consumer trust in local brands of beauty products. The sample in this study was young Indonesian female consumers aged between 17 and 38 years. This study shows that influencer credibility and price consciousness affect the trust of local brands of beauty products, while brand originality image does not affect brand trust. The study provides useful managerial implications for local brands to compete in the country's market.
Concepts :
Consumer Behavior in Brand Consumption and Identification
Digital Marketing and Social Media
Consumer Behavior and Marketing Influence
article
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Year 2024
source Zenodo (CERN European Organization for Nuclear Research)