Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 13: Building brand trust through customers’ experiences

Mauricy Motta-Filho


A brand emerges from the interactions between the organization’s proposition, which is manifested through the service interaction, and the customers’ perceptions, as the reflex of their past experiences with the branded offerings. However, despite its role as a proposition, the brand value is grounded on the meanings associated by the customers to the brand name, and especially, by the power that these associations have to influence their attitudes – in other words, customers value a brand for its ability to deliver consistent experiences. This chapter proposes a model for the development of brand-based service interactions, which reinforces the customers’ experiences with the brand, strengthening their trust in the brand’s ability to deliver as expected.

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