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

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  • Alagirisamy Kamatchi Subbiah Sukumaran

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.

Suggested Citation

  • Alagirisamy Kamatchi Subbiah Sukumaran, 2023. "The relevancy of trust and personal values in online consumer-based brand equity," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 8(3), pages 250-271.
    • Handle: RePEc:ids:ijbfmi:v:8:y:2023:i:3:p:250-271
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