Online Brand Trust Research Articles

Impact of Digital Content Quality and Network Externalities on the Development of Young Consumers’ Online Brand Trust and Loyalty

Studies have shown that young consumers continue to be the target of digital marketing communications. They are also a source of revenues from online platforms that provide digital content. This research aimed to investigate whether young consumers’ online brand trust and online brand loyalty would be significantly influenced by such independent variables as creators’ digital content quality and network externalities. The study employed purposive sampling of 402 Thai undergraduate respondents who regularly view contents from their followed or subscribed channels. The research results were statistically analyzed using Structural Equation Modeling. The analysis revealed that creators’ digital content quality (.745, p < .001) and network externalities (.152, p < .001) had a significant impact on online brand trust. Furthermore, online brand trust (.960, p < .001) also had a significant impact on online brand loyalty. The findings provide empirical evidence for social media and digital marketing communications. In addition, the findings reveal that enhancing trust is still crucial to branding.

Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory

This research explored Thai consumers' online purchase intention for plant-based foods (PBFs), investigating factors shaping this intention and the impact of self-efficacy. Conducting surveys on 402 individuals from Bangkok, Thailand, the study employed structural equation modelling (SEM) to analyse relationships among consumer identity, online brand trust, social influence, perceived value, and self-efficacy concerning online purchase intention. Findings revealed significant influences of consumer identity, online brand trust, social influence, and perceived value on online purchase intention, with online brand trust having the most significant direct effect. Additionally, self-efficacy moderated the impact of these factors on online purchase intention. The study's contribution lies in highlighting the role of online brand trust and self-efficacy levels in shaping consumer behaviour, which is crucial for promoting sustainable dietary choices and improving well-being through digital marketing strategies.

Online Brand Attachment, Experience, and Sales Promotion Leads to Purchase Intention: Moderating Role of Online Brand Trust

Online Brand Attachment, Experience, and Sales Promotion Leads to Purchase Intention: Moderating Role of Online Brand Trust

Hows and Whys That Lead to Online Brand Engagement

This article contributes to digital branding and customer involvement via social media. To improve online brand engagement, this study examined brand awareness, social linkage, and online trust value. Effective web survey design acquired 317 empirical online sample answers for the paper. The current study uses structural equation modeling to evaluate and verify the postulated model. In this competitive internet era, social networking-supported marketing may raise brand engagement to increase online brand trust, positive brand attitude, and deeper customer emotional connection and brand likability. This study proposes a unique paradigm to improve online brand engagement by investigating brand awareness, social, and online trust value correlations.

The influence of online and offline brand trust on consumer buying intention

PurposeThe study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer buying intention.Design/methodology/approachA convenience sample of 3,335 total individuals participated in the survey. Structural equation modelling was used to test the hypotheses.FindingsOnline brand trust is significantly influenced by trust in all investigated nonbrand-owned touchpoints. Both offline and online brand trust positively influence buying intention.Research limitations/implicationsWhereas brand trust is considered a multidimensional construct that includes both cognitive and affective aspects, in addition to individuals' personality traits, the present study only investigated the rational dimension of the brand trust paradigm. Moreover, this study examined the influence of brand trust on consumers' buying intention and not overt behavior. In addition, even though the extant literature suggests that the relation between trust and behavioral outcomes may vary across cultures, no test of the possible influences that culture exerted on brand trust and BInt was run. Finally, given the convenience sampling method used in this research, statistically significant surveys would provide a more solid basis for the investigated phenomenon, and they would enable an appropriate generalization of the findings.Practical implicationsTo build brand trust and favour buying intention, marketers should monitor and influence the online touchpoints that are partially under or totally out of their control, and reconceive and manage physical stores.Originality/valueThis paper contributes to the stream of literature on online brand trust by proving that it is a multifactorial construct resulting from trust in different non-proprietary online entities and pointing out the prevalent role that physical stores play in shaping consumer buying intention. It also indicates that a trust transfer effect takes place between different online information sources and offline outlets.

Online brand communication and building brand trust: social information processing theory perspective

PurposeThe purpose of this paper is to present the mechanism of online customer brand trust building through the lens of Walther’s Computer Mediated Communication (CMC) – Social Information Processing Theory (SIPT).Design/methodology/approachThis paper integrates a range of theoretical and empirical works across branding and marketing, including concept of brand trust, use of online social media in brand communication and customer brand relations and CMC-SIPT theory and relational marketing literature other relevant information which were found useful in the given context were reviewed. The aim was to collect a broad spectrum of ideas, based on their relevance to the research purpose to propose effective online brand trust building framework.FindingsThis paper proposes three different developmental stages in brand trust building on online social media networks. Each stage is guided by the components of CMC-SIPT. Stage I is interaction and compliance of the brand communication clues which suggest that the aggregated level of interaction and compliance in online brand communication on social media determine the movement of the customer to the next level. Stage II suggests information processing at three successive layers by the customer as identification, internalization brand information and bonding, which eventually prompt the customer to the next level of brand trust building. Stage III is related to trust building which is the critical stage as customer internal states of arousal are experienced, which reduces the emotional risk of decision-making and increases confidence and trust of the customers in brands.Research limitations/implicationsThe proposed framework of brand trust building has not been tested empirically. Future research could test and validate the proposed model tracking intrinsic changes in the customer in different brand trust development stages. This research is important for marketers or brands who wish to move beyond the notion of merely satisfying customers, to establishing more powerful emotional bonds between their brands and customers. It fills a gap in brand-trust literature and provides marketers and researchers a means to understand and draw strategies for consumers’ attraction toward brands (Patwardhan and Balasubramanian, 2011). The proposed framework has the capacity to revolutionize the way business and brands engage with society by enhancing and establishing trusting relationship.Originality/valueTo date, this research has not been done specifically from the SIPT perspective. This research is the first to examine brand communication strategies in an effort of building brand trust in the context of online social media network from the CMC-Social information theory perspective. It highlights the peculiarities of online brand communication on social media networks and customer information processing in presenting three stages of customer brand trust development to explain the development and flow of events.

The Roles of Community Engagement and Brand Community Types in Building Brand Trust on Social Media Based Brand Communities

This study aims to understand the influence of the four elements of the relationship or customer- centric model in the online brand community (relationship between customer-product, customer-brand, customer-company, and customer-other customers) on brand trust in the realm of social media, by measuring moderation effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community: consumer-initiated and company-initiated brand community. In general, the measurement is done by using structural equation modeling method. The results obtained from the analysis of this study are from the four elements of existing relationships in the online brand community (customer relationships with product, brand, company, and other customers), only customer-brand relationships that significantly affects brand trust. The results are different from previous studies, so it is interesting to investigate further. Furthermore, this research also found moderation effect of community engagement and community types in the relationship between online brand community and brand trust.

ONLINE STORE BRAND EXPERIENCE IMPACTING ON ONLINE BRAND TRUST AND ONLINE REPURCHASE INTENTION: THE MODERATING ROLE OF ONLINE BRAND ATTACHMENT

The scope of this research is to examine the impact of online store brand experience on online brand trust and online repurchase intention. Additionally, the study tests whether online brand attachment moderates these influences. Data was gathered in two cites in Pakistan and path relationships in the theoretical model were analysed using partial least squares structural equation modelling. The study results confirm that online brand attachment and online brand experience have a direct relationship with online brand trust and online repurchase intention. Conclusively, online brand attachment significantly moderates the two relationships between a) online brand experiences and online brand trust and b) online brand experiences and online repurchase intention. The study provides insights for online retail store managers to focus on improving the online experience for its customers in order to promote online brand trust and online repurchase intentions. JEL : C12; L81; M31 Article visualizations:

Impact of Multichannel Brand Trust on Behavioural Intention

This study examines the relationship between brand trust and behavioral intention in a multiple channel (online/Offline) situation and how it helps in developing relationships with the brand. The study is supported by commitment–trust theory introduced by Morgan and Hunt (1994). A structured questionnaire was distributed among 545 customers who transacts in both offline and online channels the in banking sector. Findings indicate that offline brand trust has a higher impact than online brand trust and the combine effect (multichannel effect - MCBT) has less impact than even both offline and online brand trust on behavioral intention (BI). Furthermore, the relationship commitment partially mediates the relationship between the MCBT and BI. While discussing the impact of MCBT on BI the study proposes that brand managers to carefully reinvestigate brand related strategies to ensure a better service to their customers.

Trust Is an Important Factor Affecting Consumer Behaviour While Shopping Online

Whenever you start searching for stuff, the listing is awesome in most cases. Images used on these shopping sites are bright, high definition and catch your eyes. But, as they say, & quote; all that glitters is not gold - this year old proverb applies to most of the stuff sold online. Be it casual t-shirts, jeans, weight loss aid, home appliances, watch, mobile accessories, they seldom match one’s imagination when they receive the product physically. The images on these sites are really great and compel us to imagine high. But, then, in reality, most of the stuff is not at all at par with the image and description. Read reviews online for the various products and get the best out of this. You will get an idea what you exactly mean. A sense of dissatisfaction reflected on most of the reviews and I think this is the reality. So, if you compare about product quality, physical stores are far-far better. One can rely on e-commerce sites just for branded products such as mobile, TV etc; else an individual could only rely on them for some low-cost kids’ items or innovative stuff. Most of the people cannot rely on them for everything. Books are the ideal things for various consumers to order online, but often do get a book at a much-discounted price from my college street market even covering my communication cost. Still ordering books online nowadays as it is surely time-saving for most of the people. So, honestly speaking, online shopping has been a mixed experience for people, and Indian e-Commerce sites have a long-long way to go. If they want to a real alternative of the physical store like in western countries. The steady growth of online consumer purchasing in service categories is a driving force that convinces businesses that they should make a firm commitment to Internet branding. Although there's a bigger audience on the web, the companies must take into account the consumer’s perception of brand trust online. With the evolution of online shopping, online brand trust has often been identified as a critical component and has increased in importance among the internet users. It is essential for on-line businesses to grasp what influences on-line users to trust to buy product and services on-line. The importance of e-loyalty has been a critical issue in the context of online shopping.

The Influence of Online Reviews and Brand Trust and Customer Equity

Using a restricted probability sample of 269 participants, the key findings were: (a) that negative online reviews have a higher negative impact on customer equity than positive online reviews; this is a significant finding because previous findings were mainly short-term focus (on willingness to purchase) and long-term measurement such as ‘customer equity' could provide management with new knowledge on negative online reviews; (b) ‘brand equity' driver has the greatest impact on customer equity as compared to the other two drivers (‘value' and ‘relationship'). This is a significant new finding which could assist management in redirecting its resources; (c) brand trust was unexpectedly found to have a negative relationship with the drivers of customer equity. This could be that long-term outcome as brand trust may prove to be difficult to measure in a cross-sectional study. Furthermore, online reviews have no significant relationship with ‘brand trust.' This may be that brand trust may be more important in short-term outcomes with online reviews.

Extending Consumer Online Brand Trust Research in the Gulf Cooperation Council (GCC) Region

ABSTRACTUsing a broad range of theoretical perspectives from social, psychological, behavioral and communication sciences, this article theorizes and examines the relationships between consumer online brand trust and its five salient determinants in the Gulf Cooperation Council (GCC) region. The results indicated that three antecedents—consumer online brand familiarity, consumer satisfaction with the website, and word-of-mouth communications between online consumers—significantly and positively impacted consumer online brand trust. One determinant, design of the brand's website, turned out to be significantly but negatively related to consumer online brand trust. The final predictor, information on the online brand, appeared unrelated to consumer online brand trust. E-commerce managers seeking to enhance consumer online brand trust can focus on consumer online brand familiarity, consumer satisfaction with the website, and word-of-mouth communications between online consumers, particularly in the GCC region. The findings are discussed.

Contributing Factors of Online Brand Trust in Airline Industry

Contributing Factors of Online Brand Trust in Airline Industry

Consumer Online Brand Trust and Determinants in Qatar

The paper theorizes and examines consumer online brand trust (COBT) and its salient determinants in Qatar in the Gulf Cooperation Council (GCC) region. Results from a sample of 178 respondents in Qatar indicate consumer online brand familiarity, consumer satisfaction with the online brand and website, word-of-mouth communications between online consumers and information on the online brand are positively related to COBT, whilst web design of the brand's website and is not. The theoretical and practical implications are discussed.

TRANSAKSI ONLINE, MENINGKATKAN KEPERCAYAAN DAN LOYALITAS MEREK BAGI KONSUMEN DI SURABAYA

This study is aimed to determine the influence of transactional factors toward online brand trust and online brand loyalty. Online transactions factors consist of Information Quality, Perceptions of Risk, Reference from mouth to mouth, Online Shopping Experience and Sites Reputation. This is a survey research using questionnaires by Likert scale to measure all the constructs. Questionnaires distributed to the students of 14 campus locations in Surabaya. Questionnaires were distributed to 120 people and there are 5 people who do not qualify and excluded out from data so there left only 115 persons. The data were analyzed by means of Structural Equation Modelling (SEM) for testing the hypotheses. It shows that the quality of information has significant effect on online brand trust by 0.301 (p = 0.005); Perceptions of Risk has a direct and significant effect on online brand trust by 0.472 (p = 0.003), and Online Brand Trust has direct and significant effect on Online Brand Loyalty of 0.430 (p = 0.000).

A conceptual study of the formation of online brand equity: The role of online brand trust

Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this effect brand equity is a concept that has been looked at as a way of achieving a loyal customer base. Higher brand equity, leads to higher customers' repeat purchase, to pay more for the same value of quality and to create a long term relationship with the seller. Furthermore, the emergence of the Internet has made the brand equity concept become ever more important in helping the consumers to reduce their search costs and purchase risk in the world of information overload. However, the nature of the Internet also raises an issue of how marketers can build the online brand equity when the buyers and sellers have physical distance in cyberspace. As a result, trust becomes one of the fundamental elements in forming online brand equity. The purpose of this paper thus, is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Novelty – The formation of Online brand equity in Malaysia setting Type of Paper: Conceptual Keywords: Online Brand Association; Online Brand Equity; Online Brand Loyalty, Online Brand Trust

The role of online brand trust on the image of online brands

AMAÇ: Bu araştırmanın amacı; markanın İnternet sitesine ilişkin güvenlik algısı ileİnternet ortamında markaya ilişkin elde edilen bilginin kalitesinin, İnternetortamında markaya duyulan güven üzerindeki doğrudan etkilerini ve markaimajı üzerinde İnternet ortamında markaya duyulan güvenin doğrudan etkisiniaynı araştırma modeli kapsamında incelemektir. Bu amaç doğrultusundaaraştırma, kitapyurdu.com markası üzerinden ve İnternet ortamında en sık kitapsatın alımında bulunduğu düşünülen Türkiye’deki üniversitelerde görev yapanaraştırma görevlileri kapsamında gerçekleştirilmiştir. Araştırma sonuçlarınagöre; markanın İnternet sitesine ilişkin güvenlik algısı ile İnternet ortamındamarkaya ilişkin elde edilen bilginin kalitesinin, İnternet ortamında markayagüven üzerinde pozitif yönde anlamlı etkiye sahip olduğu ve İnternet ortamındamarkaya güvenin marka imajı üzerinde pozitif yönde anlamlı etkiye sahipolduğu tespit edilmiştir. Ayrıca sadece İnternet ortamından hizmet verenkitapyurdu.com markası üzerinden gerçekleştirilmiş olan bu araştırmaneticesinde online satın alma sıklığına bağlı olarak; marka imajının, İnternetortamında markaya güvenin, markanın İnternet sitesine ilişkin güvenlik algısınınve İnternet ortamında markaya ilişkin elde edilen bilginin kalitesinin istatistikselolarak anlamlı bir şekilde farklılaştığı görülmüştür.YÖNTEMLER: BULGULAR: SONUÇ

A model of online trust for travel products

E-travel is expected to grow at an aggressive rate in the coming years, but a lack of trust on the part of potential customers may impede this growth. As transactions through the internet continue to increase, success will largely depend on customers’ trust in the company. Trust is important to all marketing transactions, yet few studies have examined the phenomenon in an online environment for travel products. The results of this study suggest that e-brand image and user web experience have strong correlations with the establishment of online brand trust for travel products. The user web experience and online brand trust also have significant positive impacts on the satisfaction level of customers’ online purchasing experience. These results provide a platform upon which future research can be built.

What factors influence online brand trust: evidence from online tickets buyers in Malaysia

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-of-mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables, on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple regression analysis) had been conducted. According to the findings of the study, security/privacy, word-of-mouth, online experience, quality information and brand reputation appear to have a significant and positive relationship with online brand trust. The results are compared with earlier findings and limitation and further research are discussed. This study provides insightful understanding of consumer's online brand trust.

Building online brands through brand alliances in internet

PurposeThe purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions.Design/methodology/approachA sample of 367 subjects participated in an online experiment of buying a travel package from an unknown travel agency which is allied with other known and well‐reputed brands. The information provided by the participants in different online designs of brand alliances was used to test the theoretical model proposed in the paper. This model was tested and compared with other alternative models using conventional maximum likelihood estimation techniques.FindingsThe results show that attitude toward brand alliance represents a strategic marketing opportunity to help an unknown online brand to leverage a favourable first impression from consumers in terms of brand trust and attitude toward the brand's web site. Furthermore, online brand trust does not exert a fully‐mediated role between the brand alliance's evaluation and subsequent consumers' reactions to the online brand.Research limitations/implicationsThe limitations of the study are those typically applied to the experimental methodology. Specifically, a single product category was used which limits the generalizability of the results. No actual behaviour was measured but just intentions and perceptions.Practical implicationsPartnering with well‐known and reputed brands improves the equity of the new online brand which, in turn, enhance consumers' disposition to engage in online transactions with the online brand.Originality/valueDespite the popularity of brands as a symbol that can build trust and enhance the perception of value and quality, to date, the authors have not found research about the use of well‐known and reputed brand names as a mechanism of helping new and unknown online brands to persuade consumers to engage in online transactions. The results of this paper add to the growing literature on brand alliance which has been generally focused on an off‐line context.