In the benevolence dimension, the relation of brand with consumer benefits and even if brand lets consumer benefits be prior is questioned. When trust is divided into its composite parts, it is important that none of the components are ignored, both in its establishment of trust and in its measurement. For example; the credibility of a business in the eye of a consumer may decrease when the way a new product is presented disappoints him, however this will not harm its trustworthiness,
which may affect customer trus