Dataset for “Why Parent Brand Trust Is Not Enough? Entitativity, Perceived Quality, and Perceived Risk in Life Insurance Trust Transfer”

Entitativity, Perceived Quality, and Perceived Risk in Life Insurance Trust Transfer.” The study examines how trust transfers from parent brands to affiliated life insurance sub-brands in Indonesia through entitativity, perceived quality, and perceived risk, and how sub-brand trust influences behavioral intention. The dataset contains anonymized survey responses from 483 valid respondents who were familiar with both a parent brand and its affiliated life insurance sub-brand.

The dataset includes demographic variables, parent–sub-brand pair evaluation, and measurement items for brand trust in the parent brand, perceived quality, perceived risk, perceived similarity, perceived brand tie, brand trust in the sub-brand, and behavioral intention. Supporting files include the codebook, questionnaire, and PLS-SEM output used for measurement model and structural model evaluation.