A COMPREHENSIVE REVIEW ON THE ISSUE OF TRUST

In pursuit of a great many corporate crises and financial scandals undermining the public’s trust in organizations, which are referred as black swan events in literature, trust in an organization has become staggeringly pivotal to entrench legitimacy and corporate reputation within the environment that organization subsists since legitimacy and corporate reputation are correlated with a variety of covetable business outcomes. Hence, within the scope of this research, in which an extensive theoretical review was conducted largely in management and marketing literature, trust as a relational and social construct is discussed systematically in a way that clarifies the way trust is conceptually embraced. Moreover, the role of trust in building corporate reputation and trust in the context of internet were also discussed.