Unlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with Web companies they trust. This study examines how brand trust is affected by the following Web purchase‐related factors: security, privacy, brand name, word‐of‐mouth, good online experience, and quality of information. The author argues that not all e‐trust building programs guarantee success in building brand trust. In addition to the mechanism depending on a program, building e‐brand trust requires a systematic relationship between a consumer and a particular Web brand. The findings show that brand trust is not built on one or two components but is established by the interrelationships between complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge.
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