Engendering trust in Internet businesses using elements of corporate branding

In this article we discuss the role of trust as a crucial factor for success in meeting the challenges faced by companies selling goods to consumers on the internet. Corporate branding is proposed as the key vehicle by which the necessary trust-signals for reducing risk as perceived by consumers may be transmitted, based upon a theoretical definition of trust, the trust-signals important to engender trust, and the main elements of corporate brand building.

[1]  M. Nicholson.  The Resolution of Conflict , 1967 .

[2]  R. Zajonc.  Attitudinal effects of mere exposure. , 1968 .

[3]  George A. Akerlof.  The Market for “Lemons”: Quality Uncertainty and the Market Mechanism , 1970 .

[4]  P. Nelson.  Information and Consumer Behavior , 1970, Journal of Political Economy.

[5]  N. Luhmann.  Vertrauen : ein Mechanismus der Reduktion sozialer Komplexität , 1973 .

[6]  M. Deutsch.  The Resolution of ConflictConstructive and Destructive Processes , 1974 .

[7]  M. Darby,et al.  Free Competition and the Optimal Amount of Fraud , 1973, The Journal of Law and Economics.

[8]  A. Bandura.  Social learning theory , 1977 .

[9]  John R. Anderson.  Cognitive Psychology and Its Implications , 1980 .

[10]  D. Byrne,et al.  Social Psychology: Understanding Human Interaction , 1981 .

[11]  Jerry Suls,et al.  Social comparison in the social and physical sciences: An archival study. , 1983 .

[12]  P. Wright.  Self-Referent Motivation and the Intrinsic Quality of Friendship , 1984 .

[13]  C. Hill,et al.  Affiliation motivation: people who need people ... but in different ways. , 1987, Journal of personality and social psychology.

[14]  Amitai Etzioni,et al.  The Moral Dimension: Toward a New Economics , 1989, Journal of Marketing.

[15]  P. Swingle.  The resolution of conflict. , 1989 .

[16]  Michael Koller.  Sozialpsychologie des Vertrauens , 1990 .

[17]  S. Chaiken,et al.  The psychology of attitudes. , 1993 .

[18]  Jack Sutcliffe.  ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’ , 1993 .

[19]  S. Chaiken,et al.  The interplay of heuristic and systematic processing of social information , 1995 .

[20]  Jack Martin,et al.  The Moral Dimension , 1995 .

[21]  Kevin Lane Keller.  Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 1997 .

[22]  Andrew B. Whinston,et al.  Intermediation, Contracts and Micropayments in Electronic Commerce , 1998, Electron. Mark..

[23]  Petra Schubert,et al.  Virtuelle Transaktionsgemeinschaften im Electronic Commerce. , 1999 .

[24]  Shawn L. Berman,et al.  The Structure of Optimal Trust: Moral and Strategic Implications , 1999 .

[25]  George R. Milne,et al.  Trust and Concern in Consumers’ Perceptions of Marketing Information Management Practices , 1999 .

[26]  Beat Schmid,et al.  Was ist neu an der digitalen Ökonomie , 2000 .

[27]  Victor Porak,et al.  Corporate Media - An Approach for Corporate Community Management , 2000, ECIS.