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would develop brand trust for baby care toiletries brands based on importance paid to different antecedent variables. Hence based on above literatures, a conceptual framework of brand trust is proposed. Methodology A theoretical framework on the basis of extensive literature review and qualitative study is proposed to find the antecedents and consequences variables of brand trust in the context of baby care toiletries brand. Apart from the literature support, primary research was conducted to develop propositions. In depth interview of a marketing team member of Johnson & Johnson, Mumbai was done to get the understanding of the consumer behavior in this market. Also, later, to test the various propositions developed on the basis of literatures; in depth interview of twenty mothers of babies age between 0-3 years was conducted. Thus, to develop theoretical framework for the study, both literature support and primary research is conducted. Major Results The paper identified five antecedents of cognitive brand trust and three antecedents for affective brand trust in the context of baby care toiletries brands. Also proposed are two consequences (commitment and word of mouth) of brand trust for the present study on the basis of literature review and interview of mothers. Big five personality variables of Neuroticism, Conscientiousness, Agreeableness, Openness, and Extraversion are found to moderate the relationship between brand trust and its antecedents. Implications The baby care market is in the nascent stage of development in India, but soon it will emerge as one of the world‘s fastest growing markets. Moreover, large population base is in 0-4 years and parents increasing preference to spend more on baby products will drive the market to new horizons in near future. Thus, the research is helpful for marketers to formulate strategy accordingly. This paper provides the baby toiletries brand companies the specific knowledge of the process by which cognitive and affective brand trust is developed for their brands among mothers. The results suggest marketing strategy implications for companies that what essential elements they must keep in mind while promoting their brand and winning trust of mothers. Since India, has the highest number of infants and baby care market is expanding faster, thus the findings of the study can be beneficial for the companies in tackling competition. Companies would also understand how to position their brand among different types of mothers and win their trust. The present study might also attract more researches in the less researched context of baby care product brands. Keywords: Brand Trust, Personality, Commitment, WOM, Brand Intimacy References: 1. Aaker D.A. (1991): "Managing Brand Equity: Capitalizing on the Value of a Brand Name‖ The Free Press, New York 2. Afzal H., Khan. M.A., Rehman. 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Page 1 and 2: Book of Proceedings Brand, Identity
Page 3 and 4: Session 1.1 Emotional Branding in T
Page 5 and 6: p.31) consumers tend to those sourc
Page 7 and 8: Tables and figures Brand perception
Page 9 and 10: Malaysia‘s Global Halal Hub - ―
Page 11 and 12: Birds of a Feather Consume Sports T
Page 13 and 14: Session 1.2 How is Social Media, li
Page 15 and 16: 2. Interviews made with the adminis
Page 17 and 18: Table-5 Facebook Members of Homeles
Page 19 and 20: content (UGC) or even direct intera
Page 21 and 22: Fierman, (1991) found that 47% of c
Page 23 and 24: Multiple Dimensions of Brand Identi
Page 25 and 26: Session 1.3 Corporate Identity, Cor
Page 27 and 28: CSR are the ideals and ethics of co
Page 29 and 30: Corporate Brand Identity Management
Page 31 and 32: To study the influence of B2B relat
Page 33: Antecedents And Consequences Of Bra
Page 37 and 38: Non-monetary factors, such as effor
Page 39 and 40: 23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42: Brand Extensions and Culture: The I
Page 43 and 44: avoidance tend to prefer more infor
Page 45 and 46: Virtual Internal Brand Communities:
Page 47 and 48: References 1. Algesheimer, R., Dhol
Page 49 and 50: associations based on their percept
Page 51 and 52: shift in the psychological contract
Page 53 and 54: 10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56: Session 2.1 Global Brand Relationsh
Page 57 and 58: G. Brand Personality Excitement Hon
Page 59 and 60: The Impact of Relationship Marketin
Page 61 and 62: ‗United 2010-one for all, all for
Page 63 and 64: Brand Equity Trends in Top Global B
Page 65 and 66: Uncovering ‗Meanings‘ through A
Page 67 and 68: 45. Melewar, T.C. and Saunders, J.
Page 69 and 70: Thus, from a design perspective, we
Page 71 and 72: Keywords Brands, marketing, meaning
Page 73 and 74: How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
Page 77 and 78: Simon Cowell and Branding the X Fac
Page 79 and 80: Dead or Living: Which Celebrity To
Page 81 and 82: Reference 1. Bagozzi, R.P. & Yi, Y.
Page 83 and 84: has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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