Importance of ‘Trust Factor’ in Corporate Branding

With the growing consumer awareness and market competition, the ‘trust factor' has garnered a lot of significance in business parlance. Trust is the belief that a consumer has in a purchase situation towards a company that it will deliver goods and services on a par with quality that the consumer expects. This belief is often accompanied by apprehensions about the company. Though trust could explain many marketing phenomena, it has been less researched. Thus the current study tries to analyze the attributes of trust towards a corporate brand, and builds a conceptual framework incorporating consumer trust in a corporate brand