Hegner, Sabrina

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	 24541th EMAC Conferenceinstitutional-based trust. Also, trust has an important role in international markets because it determines the purchase intention of consumer from different contexts.Keywords: animosity, trust, COO, purchase intention, emerging and developed markets.Development	And	Validation	Of	A	Trust	Scale	For	Global	Brands	In	Germany,	India,	And	South	Africa	–	Constraints	To	Hofstede’s	Cultural	FrameworkSabrina Hegner, Bremen UniversityDue to its inherent advantages a global branding strategy has received more and more interest of brand managers over the years. Especially the fast-growing emerging countries are building a focus of global branding. Additionally, recent studies show that consumer trust is an essential condition for brand success. This practical relevance of trust for the success of brands stands in sharp contrast to the lack of research on trust in emerging countries. This paper wants to close the gap for the emerging countries of India and South Africa as well as show a comparison with a developed country. Therefore this paper presents the development of an intercultural valid brand trust scale based on an intensive literature review. The results show both the limitations of Hofstede’s cultural framework and the need for further explanations.Keywords: global brands, brand trust, emerging countries, intercultural scale validationSession	07.05: Marketing of Public and Non-Profit OrganisationsSession	title:	Stakeholders	&	Market	Orientation	1Room:	B201Session	chair:	Gabriele	Troilo,	Bocconi	University	&	SDA	School	of	Management	Place	Branding:	A	Multiple	Stakeholder	Perspective	Suzanne C. Beckmann, Copenhagen Business SchoolSebastian Zenker, Erasmus University RotterdamCities increasingly brand themselves as an attractive place for tourists, investors, business and workforce. Yet, most place branding efforts do not take the diversity Thursday – 09:00-10:30

Development and Validation of a Trust Scale for Global Brands in Germany, India, and South Africa

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