Halo of Trust: An Integrative Framework Studying Brand Trust for Business Schools


Sumanjit Dass
Marketing, IILM GSM
Shradha Kabra
Business Communication, BIMTECH
VN Saxena
ICFAI University
Muddu Vinay
ICFAI University


The research paper explores, how the various brands constructs of experience, engagement, love and community come together to create a halo around brand trust for an institution. A cross-sectional study amongst the MBA students of elite Indian business school was conducted to explore the associations of the various constructs. Collected data was analyzed using confirmatory factor analysis and structural equation modeling to validate the theoretical framework. The findings of the paper delineate that brand experience and engagement predicts brand trust. The research also lends support to the argument that brand trust builds brand love, brand community and brand advocacy

January 16, 2020