asymmetry? In this situation the firm has more information than consumers, and this fact generates consumer uncertainty due to a …-of-mouth communication from relatives and friends, to generate or increase trust, and through this variable, to develop an intention o … positive information received of acquaintances and relatives to trust, but with differences according to the level of perceived …

content and the price. The preference over a particular a brand was mainly based on the trust itgenerated on the consumer …