International Academic Journal of Business Management

  • ISSN 2454-2768

Investigating the relation among brand Trust and Risk aversion in Kermanshah Home-backed Furniture Shops

Maryam Keshvari and Abdolnaser Shojaei

Abstract: The aim of this research is to find out what is the perception of brand trust and risk aversion in Kermanshah furniture shop. Therefore, the purpose of the research is to identify what elements will affect the risk aversion in order for the case study provider to gain more market share. The customer‘s feelings will be analyzed base on the influences of brand trust. In order to carry out this research, a qualitative research was carried out. A set of questionnaire was developed and randomly distributed to 200 respondents. Reliability analysis, Pearson correlation analysis. The result of this research suggests that and trust of customers to a brand have significant affects the risk aversion

Keywords: brand trust, customer feelings, risk aversion, Kermanshah province

Page: 73-80

Volume 3, Issue 2, 2016