Can Brand Innovativeness Serve as a Signal to Enhance Brand Trust of Mobile Bookers? Exploring the Influence of Mobile Brand Experience

ABSTRACT The present research, drawing on the Signaling Theory, proposes a mediation model, focusing on threefold: (i) the direct relationship between brand innovativeness and brand trust, (ii) the mediating effect of MBE, and (iii) a comprehensive measurement of MBE. As a result, brand innovativeness shows no direct influence on brand trust. However, it is found that such a relationship is fully mediated by MBE, which stresses the importance of this mechanism. The study contributes to extant knowledge with a deeper understanding of how brand innovativeness affects brand trust in consideration of the mediating role of MBE in the mobile booking context. Also, the validation of the MBE measurement scale with six dimensions provides valuable insights into the literature of experiential conceptualization. Accordingly, several managerial implications are discussed.