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The magic of branding: The role of ‘pledge’, ‘turn’ and ‘prestige’ in fostering consumer trust in financial services

Moin, S M A; Devlin, James; McKechnie, Sally

The magic of branding: The role of ‘pledge’, ‘turn’ and ‘prestige’ in fostering consumer trust in financial services Thumbnail


S M A Moin

James Devlin

Sally McKechnie


The purpose of this paper is to study the impact of brand image on consumer trust through empirical investigation in the context of financial services sector. Whilst trust helps to bind consumers to brands, a strong brand image works like magic in reducing consumers’ risk perception and promoting trust. This study analyses how brand image influences consumers’ trusting intention through operationalising an interdisciplinary brand-trust model. Constructs and measures were drawn from interdisciplinary brand and trust literature and tested through employing EFA, CFA and structural equation modelling. Data were collected through a quantitative survey of 300 financial consumers. Using the analogy of a magic trick, the study unveils the key role of financial services branding in engendering consumer trust in the ‘pledge’ or ‘prestige’ parts of the trick but not in the ‘turn’. The research contributes to the convergent and mutually inclusive theories of trust and branding as well as services marketing literature. For managers and policy makers in the financial services sector the findings will help them to effectively manage brand image and foster consumers’ trusting intention.

Journal Article Type Article
Acceptance Date Mar 21, 2016
Online Publication Date Jun 13, 2016
Publication Date 2016-06
Deposit Date Nov 30, 2016
Publicly Available Date Nov 30, 2016
Journal Journal of Financial Services Marketing
Print ISSN 1363-0539
Electronic ISSN 1479-1846
Publisher Palgrave Macmillan
Peer Reviewed Peer Reviewed
Volume 21
Issue 2
Pages 113-126
Keywords brand imagetrusting belieftrusting intentioninstitutional trustdispositional trust
Public URL
Publisher URL
Additional Information This is a post-peer-review, pre-copyedit version of an article published in Journal of Financial Services Marketing. The definitive publisher-authenticated version Moin, S., Devlin, J. & McKechnie, S. J Financ Serv Mark (2016) 21: 113. doi:10.1057/fsm.2016.8 is available online at:


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