Innovation effect on brand trust case of Algerian consumer

الملخص EN

Trust is an essential factor in building and sustainability of the consumer-brand relationship.

Innovation is a necessary tool to facilitate the process of fighting against the risk of loss of confidence which has a negative effect on the relationship with the consumer, because it can go until it breaks.

The main objective of our research is to test the effect of innovation on trust brand by taking the case of the Algerian consumer.

Indeed, the partial linear regressions of each facet show that innovation has a greater effect on credibility than integrity.