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

Amna Javed and Shazaib Khan
Additional contact information
Amna Javed: Faculty of Management Science, IQRA University Karachi.
Shazaib Khan: Faculty of Management Science, IQRA University Karachi.

Journal of Management Sciences, 2014, vol. 1, issue 1, 61-72

Abstract: 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.

Keywords: Online Shopping; brand trust; word of mouth; privacy; information (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://geistscience.com/JMS/Issue1-14/Article5/JMS1401105.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gei:journl:v:1:y:2014:i:1:p:61-72

Access Statistics for this article

Journal of Management Sciences is currently edited by Imtiaz ARIF

More articles in Journal of Management Sciences from Geist Science, Iqra University, Faculty of Business Administration
Bibliographic data for series maintained by Imtiaz ARIF ().