The concept of Trust has widely emerged; however, this has inclined branding associations to becoming a central to competition. Modern contemporary marketing technology has been its focus upon the creation of differentiated brands.
Brand image according to Hagel & Armstrong (1997) is seen as a means of aiding a consumer in the categorization of product offerings. It has also been argued that a number of elements of the brand have facilitated consumer's access to brand value as a route to categorization. De Cheratony & Dall' Olmo Riley (1998). Brand comprises meanings drawn from two distinct sources namely brand identity as coined and communicated by the brand engineer and concurrently brand meanings from the consumers point of view. In a nutshell branding could be viewed as the spectrum continuum of consumerisation that begins from the primitive selling focus of a commodity market, until it finally develops into the concept of brands as competition heightens
With further intensification of competition, classic branding has emerged as brands have developed personalities. Post-modern marketing brings with it socially constructed brand meanings and increasingly cynical consumers who construct their own brand identities. ...
derable evidence that, ontologically speaking, brands exist whatever definition of the brand is developed or chosen, and regardless of whether it is in a physical or virtual environment.
Consequently, Trust can be defined as "the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trust or, irrespective of the ability to monitor or control that other party". The rapid development of e-commerce in last decade has envisioned and expanded the trust research in the context of e-commerce. More specifically, researchers found trust very important, especially, in the relationships between consumers and e-vendors (Ratnasingham 1998; Merrilees & Frye 2003). Thus several concepts of consumer's trust in e-commerce have been introduced during the decade (Tan & Thoen 2000-2001; Lee & Turban 2001; McKnight et al. 2002; Gefen et al. 2003; Tan & Sutherland 2004; Kim et al. 2005).
According to these formulations and earlier research, three major elements of e-trust can be identified. These are inter-personal, institutional, and dispositional trust. Next, all these three elements are discussed in detail. Interpersonal trust means individual's trust toward another specific party or the trustworthiness of the third party Tan & Sutherland (2004). More specifically, the concept of interpersonal trust in e-commerce stresses consumer's trust toward e-vendor
The concept of consumer trust in e-commerce Trust is a widely studied phenomenon across disciplines. Traditionally, researchers in the fields of psychology, sociology, social psychology, economics, and marketing have been interested in trust as an important factor affecting human behavior and relationships between different