Research regarding consumer behavior has focused on identifying the antecedents of consumers' satisfaction. Although brand theorists suggest empirical relationship between product quality, the brand and the consumer's satisfaction, more systematic research on these effects is needed. A conceptual model of quality, trust and satisfaction, is developed in this paper by identifying the antecedents of consumers' satisfaction, including trust in the brand. The model is empirically tested on fast-food industry. The authors conclude by discussing the implications of these findings for marketing managers and further research.
