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| Author: | Arnott, D.C |
| Title: | Trust - current thinking and future research |
| Journal: | European Journal of Marketing
2007 : VOL. 41:9/10, p. 981-987 |
| Index terms: | trust marketing research |
| Language: | eng |
| Abstract: | The main purpose of this discursive study is to introduce the special issue on trust in marketing and the selected articles. However, it has a secondary objective of acting as a short introduction to the concept of trust, of underlining the scope and scale of research into the concept in a range of disciplines, and of stimulating more study in areas identified as still being under-explored. The author finds in his study that regardless of a wide spectrum of disciplines that investigate trust, and regardless of this special issue in the area of marketing, there still are areas unlocked for research into trust in marketing. |
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