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Consumer perception of brand trust online of clothing in Karachi: A case study of Gul Ahmed

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  • Amna Javed

    (Faculty of Management Science, IQRA University Karachi.)

  • Shazaib Khan

    (Faculty of Management Science, IQRA University Karachi.)

Abstract

Online purchase, in the clothing industry of Pakistan, is on a historical high. There are various factors that affect the brand trust of online consumers. This research is aimed to find the correlation between security and privacy of personal information, name of the brand, word-of-mouth, prior online experience and information quality on the one hand and the online brand trust of consumers on the other. The study is conducted in relation to a single brand, named Gul Ahmed. The sample for this study contained 387 respondents. The results of the study show that all these factors have a significant relationship with online brand trust. Word of mouth however, has been found to have the strongest correlation with the online brand trust.

Suggested Citation

  • Amna Javed & Shazaib Khan, 2014. "Consumer perception of brand trust online of clothing in Karachi: A case study of Gul Ahmed," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 1(1), pages 61-72, March.
    • Handle: RePEc:gei:journl:v:1:y:2014:i:1:p:61-72
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    References listed on IDEAS

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    1. Yu-Te Tu & Hsiao-Chien Chang, 2012. "Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan," Journal of Social and Development Sciences, AMH International, vol. 3(1), pages 24-32.
    2. Meyvis, Tom & Janiszewski, Chris, 2002. "Consumers' Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 618-635, March.
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    Cited by:

    1. Amna Tariq, Yasir Rashid, Ansar Waseem, 2020. "Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 7(1), pages 31-46, March.
    2. Aisha Yusuf Mesiya & Muhammad Adnan Bashir & Muhammad Azeem Qureshi & Mukhtar Ahmed Khan, 2020. "The Influence of Adtrust (Trust in Advertising) on Current and Future Purchases of Consumers: A Study of Hair Products in Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 30-43.
    3. Aisha Yusuf Mesiya & Muhammad Adnan Bashir & Muhammad Azeem Qureshi & Mukhtar Ahmed Khan, 2020. "The Influence of Adtrust (Trust in Advertising) on Current and Future Purchases of Consumers: A Study of Hair Products in Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 16-13.

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