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Online purchase, in the clothing industry of Pakistan, is on a historical high. There are various factors that affect the brand trust of online consumers. This research is aimed to find the correlation between security and privacy of personal information, name of the brand, word-of-mouth, prior online experience and information quality on the one hand and the online brand trust of consumers on the other. The study is conducted in relation to a single brand, named Gul Ahmed. The sample for this study contained 387 respondents. The results of the study show that all these factors have a significant relationship with online brand trust. Word of mouth however, has been found to have the strongest correlation with the online brand trust.

Consumer perception of brand trust online of clothing in Karachi: A case study of Gul Ahmed