Unpacking Trust Through Product Benefits in Hierarchy-of-effects-model

Building consumer trust through effective communication of product quality is essential for brand success. This research examines how different product levels influence trust formation, utilizing the hierarchy-of-effect model (HEM) as a framework. A mixed-methods approach was employed, incorporating qualitative insights from focus groups and expert interviews to conceptualize relevant scales. Subsequently, quantitative data from 265 Bangladeshi consumers was collected and analyzed using a PLS-based structural model. The study reveals that trust develops incrementally, from awareness to purchase, with varying levels of importance attributed to different product levels across these stages. The findings validate the HEM framework and demonstrate its applicability in understanding trust development at the product level. These insights hold significant implications for marketing professionals, informing strategic decisions related to product design, advertising, and overall product development