The effects of country-of-origin on Brand trust in the Maltese competitive environment

Abstract

This dissertation evaluates the hypothesis that country-of-origin has an effect on brand trust in the Maltese competitive environment. These constructs were evaluated for a well established company in the confectionery processing sector in Malta. This organisation is in the process of developing and launching innovative premium products for catering establishments (including restaurants and coffee shops) in a highly competitive market particularly from imported similar products. Literature relating to these constructs was reviewed and a survey instrument was developed. This measurement tool was further refined during a focus group organised with a sample of restaurateurs from different categories and locations. The final 42 item questionnaire was distributed to a sample of 120 respondents. Valid responses were collected from 55 restaurateurs and coffee shop owners and these were analysed in terms of descriptive statistics and factor analysis.