Brand trust-a study of the factors in the new digital medium of marketing

There has been a rapid increase in the deployment of the internet and especially the World Wide Web for conducting electronic transactions. Hence, the interest of researchers has also turned to examining trust as an important element in successful online businesses. The purpose of this paper is to show that trust is an important factor for successful online transactions. Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy. Unlike the traditional bricks-and-mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become savvier 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.