Abstract: The main aim of this paper is to propose a model for investigating the relationship between trust in advertising and consumer purchase intentions. Data for the study will be gathered through structured questionnaire to be administered by the researchers. The sample of the study will be drawn from some selected tertiary institutions in Adamawa State including Adamawa State University Mubi, Federal Polytechnic Mubi and Federal College of Education Hong. From the literature reviewed, it was revealed that trust in advertising is a muiti-dimensional construct with four distinct components: Reliability, Usefulness, Affect and Willingness to rely on, and only a few studies used these dimensions to examine their effects on consumer purchase intentions. Thus, this study proposes to test the effects of trust in adverting on consumer purchase intention in the Nigerian context where there was no literature evidence to show similar study was conducted.
Keywords: Trust, Advertising, Consumer Purchase Intentions.
Title: Trust in Adverting and Consumer Purchase Intentions: A Conceptual Model
Author: Farida Balarabe, Abdu Ja’afaru Bambale
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
