This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-ofmouth, online experience, security/privacy, perceived risk, brand reputation and qu...

There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based o...

a r t i c l e i n f o Keywords: Customer–brand identification Company identity Brand identity Social identity Brand loyalty This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. Th...

In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and information) has a significant effect on the mediator variable (consumer trust). The results of the s...

To enrich the limited and recent work existing about relational phenomena in the consumer-brand domain, the authors focus on the concept of Brand Trust. The non-existence of a wider accepted measure of this concept is surprising due to the fact that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship and, (2) it is the most important attribute any bra...

This paper aims to explore how socialand self-factors may affect consumers’ brand loyalty while they follow companies’ microblogs. Drawing upon the commitment-trust theory, social influence theory, and self-congruence theory, we propose that network externalities, social norms, and self-congruence are the key determinants in the research model. The impacts of these factors on brand loyalty will...

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...

The present study conceptualizes a destination branding model that reflects the process of tourist decision making. The model integrates key sequential concepts such as brand knowledge, brand trust, and brand loyalty. Destination brand knowledge is further defined by its constituents of brand awareness, cognitive brand image, and affective brand image. The concept of brand trust is defined in t...