Originality of this study
| Authors | Relationships | Differences between the studies |
|---|---|---|
| Akrout and Nagy (2018) | Firm-initiated virtual brand community (FIVBC) trust → brand relationship quality → WOM | Brand trust is considered a dimension of the second-order construct brand relationship quality. This research focuses on Facebook. Other measurement scales are used |
| Bruhn et al. (2014) | Brand trust → brand community trust | This focuses on B2B brand communities. Other measurement scales are used |
| Casaló et al. (2007) | Brand trust → brand loyalty | This focuses on one brand community in particular. Other measurement scales are used |
| Gibreel et al. (2018) | Brand trust → intention to buy | This focuses on social commerce on Instagram |
| Hajli et al. (2017) | Trust → purchase intention | This focuses on social commerce on Instagram. Other scales are used |
| Hur et al. (2011) | Brand community trust → brand community commitment → WOM | This focuses on female brand communities. The relationship between brand trust and WOM is mediated by brand community commitment |
| Jain et al. (2018) | Brand trust → brand loyalty; Brand trust → WOM | Other measurement scales are used |
| Kamboj et al. (2018) | Brand trust → brand loyalty | The measurement scale used for brand loyalty is different |
| Kang et al. (2016) | Brand community trust → brand community engagement | The relationship is different. In addition, brand community trust is measured by a different scale |
| Kim and Kim (2017) | Trust → loyalty | This focuses on online fan communities. Other scales are used |
| Kim et al. (2014) | Brand trust → number of retweets | This focuses on Twitter. It does not relate brand trust with eWOM, but with the number of retweets |
| Laroche et al. (2012) | Brand trust → brand loyalty | Other measurement scales are used |
| Martínez-López et al. (2017) | OBC trust → OBC identification; OBC trust → OBC engagement | The relationships studied are different |
| Marzocchi et al. (2013) | Brand trust → attitudinal loyalty | This focuses on a specific brand community. Other measurement scales are used |
| Molinillo et al. (2019) | Community trust → customer engagement → positive eWOM intention; customer engagement → repurchase intention | This focuses on Facebook and social commerce. The relationships are different. Other measurement scales are used |
| Porter and Donthu (2008) | Trust in a community sponsor → loyalty intentions | The relationship is different. Other measurement scales are used |
| Authors | Relationships | Differences between the studies |
|---|---|---|
| Firm-initiated virtual brand community (FIVBC) trust → brand relationship quality → WOM | Brand trust is considered a dimension of the second-order construct brand relationship quality. This research focuses on Facebook. Other measurement scales are used | |
| Brand trust → brand community trust | This focuses on B2B brand communities. Other measurement scales are used | |
| Brand trust → brand loyalty | This focuses on one brand community in particular. Other measurement scales are used | |
| Brand trust → intention to buy | This focuses on social commerce on Instagram | |
| Trust → purchase intention | This focuses on social commerce on Instagram. Other scales are used | |
| Brand community trust → brand community commitment → WOM | This focuses on female brand communities. The relationship between brand trust and WOM is mediated by brand community commitment | |
| Brand trust → brand loyalty; Brand trust → WOM | Other measurement scales are used | |
| Brand trust → brand loyalty | The measurement scale used for brand loyalty is different | |
| Brand community trust → brand community engagement | The relationship is different. In addition, brand community trust is measured by a different scale | |
| Trust → loyalty | This focuses on online fan communities. Other scales are used | |
| Brand trust → number of retweets | This focuses on Twitter. It does not relate brand trust with eWOM, but with the number of retweets | |
| Brand trust → brand loyalty | Other measurement scales are used | |
| OBC trust → OBC identification; OBC trust → OBC engagement | The relationships studied are different | |
| Brand trust → attitudinal loyalty | This focuses on a specific brand community. Other measurement scales are used | |
| Community trust → customer engagement → positive eWOM intention; customer engagement → repurchase intention | This focuses on Facebook and social commerce. The relationships are different. Other measurement scales are used | |
| Trust in a community sponsor → loyalty intentions | The relationship is different. Other measurement scales are used |
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