The relevancy of trust and personal values in online consumer-based brand equity
by Alagirisamy Kamatchi Subbiah Sukumaran
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 8, No. 3, 2023

Abstract: Trust by itself did not contribute to online brand equity. Goal and action identification theories helped to explain that trust needed to enhance loyalty in order to significantly contribute to brand equity. Though, trust had gained importance in recent studies with respect to online companies, those studies demanded empirical studies on the relationship between trust and personal values of the consumers. This gap in the literature was addressed in this study. As women were high on risk perception, their trust did not lead to loyalty. Similarly, consumers using internet for three years and more, who were excitement-minded did not consider trust as an important factor of online brand equity.

Online publication date: Fri, 30-Jun-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Forecasting and Marketing Intelligence (IJBFMI):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com