THE ROLE OF BRAND AMBASSADORS IN STRENGTHENING BRAND TRUST AN EXPLORATORY STUDY OF THE VIEWS OF A SAMPLE OF ASIACELL CUSTOMERS
Keywords:
Brand ambassadors, attractiveness, trustworthiness, expertise, brand trustAbstract
This study examines the influence of brand ambassadors on customers’ trust in the Asiacell telecommunications brand. It adopts a descriptive analytical approach, drawing on questionnaire data collected through the company’s head office. The sample comprised 269 respondents who completed 19 items measuring the study variables on a five-point Likert scale. Responses were analysed using SPSS Version 24.
The survey outcomes confirmed that respondents generally have quite positive views about the role of brand ambassadors and brand trust. Of the characteristics of an ambassador that were analyzed in the survey, expertise scored the highest mean score, followed by attractiveness and trustworthiness respectively. Further statistical processing revealed a strong positive link between brand ambassadors and consumers trust toward brands and the correlation coefficient computed was *r* = 0.804. In addition, the regression calculations proved that the evaluation of the ambassadors accounted for 64.7% of the variations in brand trust. After providing detailed analysis of individual characteristics, it became evident that attractiveness was the most significant attribute with regard to its contribution to the mentioned process and the latter two traits followed. All of these findings confirm the relevance of including the three mentioned features into the process of selecting ambassadors and planning marketing strategies. However, it should be noted that the research has certain limitations namely small size of the sample and its cross-sectional nature that raises some issues regarding the validity of the results.
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