Engendering trust in Internet businesses using elements of corporate branding
Type
conference paper
Date Issued
2000-08-10
Author(s)
Einwiller, Sabine
;
Geisler, Ulrike
;
Will, Mmarkus
Abstract
In this article we discuss the role of trust as a crucial factor for success in meeting the challenges faced by companies selling goods to consumers on the internet. Corporate branding is proposed as the key vehicle by which the necessary trust-signals for reducing risk as perceived by consumers may be transmitted, based upon a theoretical definition of trust, the trust-signals important to engender trust, and the main elements of corporate brand building.
Language
English
HSG Classification
not classified
Refereed
Yes
Book title
AMCIS 2000 Proceedings
Publisher
Association for Information Systems
Publisher place
AIS Electronic Library (AISeL)
Event Title
6th America Conference on Information Systems (AMCIS 2000)
Event Location
Long Beach, CA
Event Date
10.-13.08.2000
Official URL
Subject(s)
Eprints ID
12933