Effects of regional brand assets on brand trust and word-of-mouth intention

Objective: This study expanded from regional product brand assets, to investigate the influential relationship of specific regional brand assets on brand trust and word-of-mouth intention based on a consumer perspective. Method: This study conducted a survey using a random sampling method on 219 consumers who had experienced regional travel. This study also used SPSS 27.0 for statistical analysis, including frequency analysis, exploratory factor analysis, and regression analysis. Results: Brand assets were partially adopted for trust (H1) and adopted for old intention (H2). Brand trust was adopted for word-of-mouth intention (H3). Implications: Approaching regional brand assets from a consumer perspective enhance understanding of the causal relationship of brand assets to trust and word-of-mouth intention. This study suggests the fundamental information that regional practitioners may adopt ongoing marketing strategies to attract customers.