Antecedents and consequences of trust as a multidimensional construct. Cross-country analysis in the luxury retail sector

Enrique Marinao Artigas; Leslier Valenzuela Fernández; Coro Chasco Yrigoyen; Denise Laroze Prehnd

Antecedents and consequences of trust as a multidimensional construct. Cross-country analysis in the luxury retail sector

Enrique Marinao-Artigas ; Leslier Valenzuela-Fernández ^[1] ; Coro Chasco ^[2] ; Denise Laroze-Prehnd ^[3]
1. [1] Universidad de Chile
  
  Universidad de Chile
  
  Santiago, Chile
2. [2] Universidad Autónoma de Madrid
  
  Universidad Autónoma de Madrid
  
  Madrid, España
3. [3] Universidad de Santiago de Chile
  
  Universidad de Santiago de Chile
  
  Santiago, Chile
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Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 23, Nº 2, 2023, págs. 51-68
Idioma: inglés
DOI: 10.5295/cdg.211490em
Títulos paralelos:
- Antecedentes y consecuencias de la confianza como un constructo multidimensional. Análisis transnacional en el sector minorista del lujo
Enlaces
- Texto completo
Resumen
- español
  El objetivo de este estudio es comprender el papel de la confianza multidimensional de una marca de lujo como antecedente de la satisfacción del consumidor y consecuencia de la reputación y de la familiaridad, teniendo en cuenta —a su vez— que la reputación y la familiaridad pueden ser consecuencia de las experiencias cognitivas y afectivas del consumidor. Se llevó a cabo un análisis comparativo de países en el sector minorista de lujo. Las relaciones de asociación entre variables se prueban mediante un modelo de ecuaciones estructurales. Para ello, se ha realizado un análisis transnacional en el sector del retail de lujo. En este estudio fue utilizada una muestra no probabilística. Se entrevistó a 1058 personas, 608 consumidores en Santiago (Chile) y 450 en Madrid (España).
  
  Se confirma el papel clave que juega la confianza multidimensional de una marca de lujo como antecedente de la satisfacción y consecuencia de la reputación y la familiaridad. Al observar la reputación y la familiaridad de una marca de lujo como resultado de las experiencias cognitivas y afectivas del consumidor, se descubren diferencias entre Chile y España. Los gerentes no solo pueden utilizar las características propias de la marca para diferenciarse de la competencia, sino que también pueden hacerlo a través de la confianza multidimensional de la marca de lujo.
- English
  The objective of this study is to understand the role of the multidimensional trust of a luxury brand as an antecedent of consumer satisfaction and a consequence of reputation and familiarity, considering -in turn- that reputation and familiarity can be a consequence of the consumer’s cognitive and affective experiences. A cross-country analysis in the luxury retail sector was carried out. Association relationships between variables are tested by a model of structural equations. For this, a transnational analysis has been carried out in the luxury retail sector. A non-probabilistic sample was used in this study. 1058 people were interviewed, 608 consumers in Santiago (Chile) and 450 in Madrid (Spain). The key role played by the multidimensional trust of a luxury brand as an antecedent of satisfaction and consequence of reputation and familiarity is confirmed. When observing the reputation and familiarity of a luxury brand as a result of the cognitive and affective experiences of the consumer, differences between Chile and Spain have been discovered. Managers can not only use the brand’s own characteristics to differentiate themselves from the competition, but they can also do so through the multi-dimensional trust of the luxury brand.
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