Brand Trust in The Mongolian Cashmere Industry: Mixed Method Analysis

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H1 Higher brand quality positively influenced brand trust H2 Brands with a strong reputation positively affect brand trust H3 Greater transparency positively correlates with higher level of brand trust H4 Effective and timely issue resolution enhances brand trust H5 Companies with strong commitment to environmental and social responsibility are perceived as more trustworthy H6 Consumer who conduct pre-purchase research on a company’s environmental and social responsibility are more likely to trust the brand

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