A trust-based peer-to-peer digital brand equity (P2P-DBE) model

The popularity of peer-to-peer digital brands (P2P-DBs) offers significant implications for branding theory and practice. P2P-DBs are relying on a trust mechanism that is driven by a bilateral rating/review instrument. The current study introduces a trust-based brand equity model to indicate the unique role of trust in P2P-DBE. The model differs from the conventional approach and justifies the roles of peer-trust and brand-trust in their...