Trust and New Technologies
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Trust and New Technologies

Marketing and Management on the Internet and Mobile Media

Edited by Teemu Kautonen and Heikki Karjaluoto

Trust and New Technologies presents versatile new research that illustrates the different roles that trust plays in the marketing and management of new technologies.
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Chapter 2: The Importance of Brand Trust Online

Hanna-Kaisa Ellonen, Marianne Horppu and Kirsimarja Blomqvist


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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