Title: The relevancy of trust and personal values in online consumer-based brand equity

Authors: Alagirisamy Kamatchi Subbiah Sukumaran

Addresses: School of Management, SASTRA Deemed University, Trichy-Tanjore Road, Thirumalaisamudram, Thanjavur, India

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.

Keywords: online consumer-based brand equity; loyalty; awareness; brand association of value; trust; personal values.

DOI: 10.1504/IJBFMI.2023.131750

International Journal of Business Forecasting and Marketing Intelligence, 2023 Vol.8 No.3, pp.250 - 271

Received: 02 Sep 2022
Accepted: 04 Sep 2022
Published online: 30 Jun 2023 *

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