Domestic versus foreign franchising gastronomic brand in the context of brand trust
The presented article deals with Brand trust issues in the context of the difference between domestic and foreign franchising brands. The aim of the presented article is to (1) measure the trustworthiness of a selected domestic (Pizza Mizza) and foreign franchising brand (McDonald’s) and (2) identify differences in the context of the country of origin. The article is supported by a primary survey, the basis of which was 506 respondents from Slovakia. Brand trust was measured using a simple scale model. The measuring tool achieves a high degree of reliability. The results show an average to below-average level of brand trust in the investigated brands. Differences can be observed within the individual dimensions of brand trust. In general, it can be concluded that there is no significant difference between domestic and foreign franchising brands in terms of brand trust. The results can be applied in marketing, strategic marketing as well as in brand management.
Brand trust, country of origin, brand origin, franchising brands, Slovakia.
Cite this paper
Čvirik, M., Naďová Krošláková, M., Orgonáš, J., & Drábik, P. (2023). Domestic versus foreign franchising gastronomic brand in the context of brand trust. In: 23rd International Joint Conference Central and Eastern Europe in the Changing Business Environment: Proceedings. Vydavateľstvo EKONÓM, Bratislava. pp. 53-62. https://doi.org/10.18267/pr.2023.kre.2490.4