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Consumer Behavior see additional specifications

......Yet for a brand to be successful, it needs to generate a high level of trust, turning customers into advocates (Blasberg, Vishwanath, Allen, 19 23). Take Apple Computer for example and the role of their technical evangelists in getting software written for the entire series of Apple Macintosh systems, and the passion these customers have for the product
Successful brands evoke positive emotions; it is up to those managing the brand to associate the brand with which emotions they choose to continually align themselves with. The use of the Internet as a means of branding products and services has led to a greater concentration on trust as a differentiator between companies than ever before (Elliott, Yannopoulou, 991 998). Trust is the foundation for the development and sustaining of all exceptional brands. In the services arena is aspect of trust is a critical aspect of any branding strategy. Trust is as much about branding a service as any given products benefits are to its unique positioning. Trust is one of the most potent differentiators between brands, especially in Business-to-Consumer (B2C) markets (Lee, Ang, Dubelaar, 619 623)
Through the use of Web 2.0-based technologies, its becoming more important than