Extending Consumer Online Brand Trust Research in the Gulf Cooperation Council (GCC) Region

Bhuian, Shahid N.

doi:10.1080/08961530.2015.1124822

Cited by 4 publications

(4 citation statements)

References 25 publications

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“…Social commerce changes consumer behaviors at its core of people interaction and collaboration (e.g., Aral, Dellarocas, & Godes, 2013;Kaplan & Haenlein, 2010), both of which can play a significant role in developing consumer trust and relationship commitment that can lead to sustainable brand value co-creation (Morgan & Hunt, 1994). In social commerce, consumers' evaluation of a trustworthy environment can be determined by their engagement experience within the community (Bhuian, 2016;Chen & Shen, 2015). As such, as two primary features of social commerce, people interaction and collaboration are likely to be associated with the evaluation of a trustworthy social commerce community.…”

Section: Brand Value Co-creation In Social Commercementioning

confidence: 99%

Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

et al. 2019

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Firms have been increasingly using social commerce platforms to engage with customers and support their brand value co-creation. While social commerce is now bringing a variety of benefits to business, it has also challenged marketing ethics surrounding online consumer privacy. Drawing on the trust-commitment theory, we develop a model that aims to create an ethical and trustworthy social commerce community for brand value co-creation by examining the impacts of online consumer privacy concerns (namely privacy risk and privacy control) and social interaction constructs (namely consumer-peer interaction and collaborative norms) on consumers' psychological reactions. Using an empirical study, we find that: (1) privacy risk, privacy control, and collaborative norms significantly influence consumers' trust; 2) consumerpeer interaction and collaborative norms are positively related to relationship commitment; and 3) relationship commitment and trust positively affect consumers' brand value co-creation in the context of social commerce. Theoretical and practical implications are discussed.

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Section: Brand Value Co-creation In Social Commercementioning

confidence: 99%

Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

et al. 2019

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“…Business relationships may involve interpersonal relations and interorganizational relations. Previous studies have shown the important role of trust in business-to-business relationships (Blois, 1999; Svensson, 2001; Zabkar and Brencic, 2004; Jarralt and Ceric, 2015), buyer-supplier relationships (Miyamoto and Rexha, 2004), and consumers’ view of brands (Ar and Kara, 2014; Crosby and Zak, 2015; Bhuian, 2016), and consumer-retailer relationship (Abbes and Goudey, 2015), and sample selection for internet surveys (Golden and Brockett, 2009).…”

Section: Introductionmentioning

confidence: 99%

Exploring risks, advantages and interpersonal trust in buyer-salesperson relationships in direct selling in a non-western country

Poon¹,

Albaum²,

Yin

2017

IJRDM

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Purpose: The purpose of this paper is to examine the dimensions of interpersonal trust which would affect the buyer-salesperson relationship in a direct selling situation. It also investigates consumers’ perceived risk and advantages of direct selling. Design/methodology/approach: A questionnaire survey of consumers (and also non-consumers) of direct selling companies in Hong Kong was performed by means of mall-intercept interview. The major measurements were perceived risk, perceived advantages, trust dimensions, and repurchase intention. Findings: The results show that there are six dimensions of interpersonal trust in the buyer-seller relationship in direct selling, but only one dimension (i.e. honesty) has a significant relationship with repurchase intention. The ability to shop at home is found to have the highest advantage rating of direct selling. In addition, direct selling is perceived to have a lower level of risk than unsolicited telephone call such as telemarketing. Originality/value This is the first study to investigate the effects of different dimensions of interpersonal trust on consumer buying behavior under a direct selling situation in Asia. The study also serves as a foundation for studying the applicability and usefulness of all trust measures in other western or non-western cultures/nations

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“…In a study Foroudi (2019) mentions that customers' familiarity with brands tends them to trust brands’ products and services. Brand familiarity helps customers in the decision-making process and repeat purchases (Bhuian, 2016; Hapsari et al. , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In a study Foroudi (2019) mentions that customers' familiarity with brands tends them to trust brands' products and services. Brand familiarity helps customers in the decisionmaking process and repeat purchases (Bhuian, 2016;Hapsari et al, 2016). When customers encounter a familiar brand, their memory recalls the knowledge about that brand, and this makes it easier for them to trust the brand (Huang and Zhou, 2016).…”

Section: Brand Familiaritymentioning

confidence: 99%

Surviving and thriving through a crisis: a resiliency branding approach to transform airline industry

Raza

Khalid

Raza

2023

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PurposeThere has been substantial research on branding globally. However, there is a dearth of studies empirically investigating branding strategies during the pandemic to mitigate COVID-19 effects on the airline industry. The paper considers three factors which are brand familiarity, brand communication and brand reputation to develop the brand trust of customers and that ultimately influence their brand preferences.Design/methodology/approachThe study is based on self-administrative surveys as 450 questionnaires were spread, received 339 responses and a total of 301 questionnaires were selected for data analysis by structural-based modeling after the deletion of outliers and partially filled questionnaires. The data was collected through purposive sampling from Malaysian airports.FindingsThe findings confirm the relationship of brand communication, brand familiarity and brand reputation to brand trust and brand preference through mediation and directly except direct relationship of brand familiarity to brand preference. The study is limited to the provided dataset of surveys. The present study couldn't interview respondents which can be done by future studies and also effects of COVID-19 can be examined on related industries or through comparative studies among countries.Originality/valueThe present study is the first to investigate the effects of COVID-19 on airline brands and explored the strategies to respond to crises. The study is one of the rare studies that consider branding strategies to the uplift airline industry and mitigate post-pandemic effects from the airline sector.

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Extending Consumer Online Brand Trust Research in the Gulf Cooperation Council (GCC) Region

Cited by 4 publications

References 25 publications

Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

Exploring risks, advantages and interpersonal trust in buyer-salesperson relationships in direct selling in a non-western country

Surviving and thriving through a crisis: a resiliency branding approach to transform airline industry

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