Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 2: The Importance of Brand Trust Online
Hanna-Kaisa Ellonen, Marianne Horppu, Kirsimarja Blomqvist and Olli Kuivalainen INTRODUCTION Nokia and Shell chairman, Jorma Ollila, made a strong argument: trusted brands will be the winners in the new media landscape (Passi, 2007). Similar sentiments have also been expressed in the academic literature. For example, recently Sääksjärvi and Samiee (2007) suggested that marketers should focus on making consumers aware of their brands and developing trust-based relationships in online environments. A familiar brand can thus be seen as a promise of future performance – something in which a consumer can trust (Delgado-Ballester and Munuera-Alemán, 2002). Indeed, the unique business environment of the Internet puts pressure on Internet marketers to create trust that is stronger and more persistent than is normally demanded oﬄine (Keen, 1997). For example, a recent Gartner survey from the US market suggested that retailers lost $2 billion in 2006 because of consumer security fears (Schuman, 2006). In general, trust in an online environment is very diﬃcult to inﬂuence or control directly because it may result from multiple interactions with a number of online providers, and from brand aﬀect and personality attributes such as technology readiness (see for example Ribbink et al., 2004). Awareness of the name of the company operating websites should be considered an essential ingredient in gaining online trust (Yoon, 2002). In fact, consumers seem to depend on brands much more in the online than in the oﬄine environment (McGovern, 2001). Linking these two timely streams of discussion – brands...
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