Three items assess how familiar a user is with the company that owns a website, whether it is seen as a quality organisation, and whether brands advertised on the site are consistent with that quality perception. Originally labelled brand strength.
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.
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