Open AccessConsumer Online Brand Trust and Determinants in Qatar
Author(s) -
Shahid N. Bhuian
Publication year - 2015
Publication title -
international journal of business administration and management research
Language(s) - English
Resource type - Journals
ISSN - 2412-4346
DOI - 10.24178/ijbamr.2015.1.1.01
Subject(s) - advertising , salient , word of mouth , sample (material) , business , brand awareness , brand management , marketing , brand equity , geography , chemistry , chromatography , archaeology
The paper theorizes and examines consumer online brand trust (COBT) and its salient determinants in Qatar in the Gulf Cooperation Council (GCC) region. Results from a sample of 178 respondents in Qatar indicate consumer online brand familiarity, consumer satisfaction with the online brand and website, word-of-mouth communications between online consumers and information on the online brand are positively related to COBT, whilst web design of the brand's website and is not. The theoretical and practical implications are discussed.