Online Brand Trust:An Antecedent-consequence Framework

In the present day era o f e-commerce, almost all the business firms are making use o f electronic platform to not only endorse their brands andproducts but also to strengthen consumer-brand relationships. In such a scenario, building consumers' brand trust becomes a critical concern. However, though the understanding of the construct and its importance has been well established in the marketing literature, only a few studies have delved into its antecedents and consequences in a comprehensive manner, and even fewer in the context of an online environment With an objective to bridge this gap and contribute to the existing body of literature, the present paper conducts an exhaustive review of the literature and discusses the antecedent-consequence framework of online brand trust. The synthesis provided through the review provides useful insights that can be used by the firms to formulate appropriate online marketing strategies and develop trustful customer relationships for their brands. The paper also outlines the directions for undertaking future empirical research in the area of online brand trust