Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Factors influencing consumer perceptions of brand trust online

Factors influencing consumer perceptions of brand trust online Unlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with Web companies they trust. This study examines how brand trust is affected by the following Web purchase‐related factors: security, privacy, brand name, word‐of‐mouth, good online experience, and quality of information. The author argues that not all e‐trust building programs guarantee success in building brand trust. In addition to the mechanism depending on a program, building e‐brand trust requires a systematic relationship between a consumer and a particular Web brand. The findings show that brand trust is not built on one or two components but is established by the interrelationships between complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Factors influencing consumer perceptions of brand trust online

Journal of Product & Brand Management , Volume 13 (5): 14 – Aug 1, 2004

Loading next page...
 
/lp/emerald-publishing/factors-influencing-consumer-perceptions-of-brand-trust-online-lFH7hOMEJx
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420410554412
Publisher site
See Article on Publisher Site

Abstract

Unlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with Web companies they trust. This study examines how brand trust is affected by the following Web purchase‐related factors: security, privacy, brand name, word‐of‐mouth, good online experience, and quality of information. The author argues that not all e‐trust building programs guarantee success in building brand trust. In addition to the mechanism depending on a program, building e‐brand trust requires a systematic relationship between a consumer and a particular Web brand. The findings show that brand trust is not built on one or two components but is established by the interrelationships between complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Aug 1, 2004

Keywords: Internet marketing; Brand image; Privacy

References