Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

Sammanfattning: Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. The information about buzzwords, linguistics, brand trust and brand image has been sourced through a secondary data literary review. In addition, primary data about how buzzwords are perceived and how they interact with brand image and trust. Findings: The paper’s findings show that buzzwords impact overall brand trust. In addition, the paper’s findings show that there are perceptual synergies between buzzwords brand trust and brand image that all culminate into affecting brand loyalty. Originality/value: There is no literature or research on the impact buzzwords have on brand trust and image and vice versa and how brand trust can be transferred onto a word’s meaning. These synergies are essential knowledge for brand managers to devise strategic communications effectively. This paper aims to fill the research gap and provide new insight into using buzzwords and brand trust.