the relationship between the brand and consumer is no
different to any other relationship, and affects whether the consumer purchases that
product or not. It is also stated that the concept of trust has different connotations in the
final consumer and industrial markets. For example, the environment of trust in
consumer markets and that of the producer and retailer markets are different from each
other (Ganesan, 1994), which raises the question of whether there are various reflections
of trust also for different product categories