The Effect of Emotional Trust and Cognitive Trust on Consumer Preferences and Brand Protection of Consumer Goods Household Views Ardabil

Aim and Today, the globalization of business and the economy, and the more dynamic competition, have transformed the role of customers in organizations, so that todays corporate look to customers is more than a consumer. In such a situation, attention to factors such as trust, consumer preferences and brand protection will help them adapt to environmental changes and remain in competition. The purpose of this study was to investigate the effect of emotional trust and cognitive trust on consumer preferences and brand protection from the consumer's point of view on home appliances products.   The research population consisted of all household appliance customers with Markaz Pars Khazar in Ardebil. Based on the Cochran unlimited formulation, 384 questionnaires were distributed randomly among the statistical population. The data gathering tool was a standard questionnaire; its validity was based on face validity and its reliability was calculated by Cronbach's alpha coefficient (87.7). The research model was tested using the Structural Equation Method and Liserl 8.8 software.   The results showed that cognitive trust has a positive and significant effect on consumer preferences and brand protection, as well as a positive and significant relationship between emotional trust with consumer preferences and brand protection.   Managers and companies must pay particular attention to brand reliability and consider their important role in customer relationship management and design strategies for more appropriate programs in line with the mentality of their customers.