The literature review focuses on presenting the existing literature evidence about brand trust and its impact on purchase intentions. The literature review itself is structured into some core parts. Firstly, the conceptual framework to be used in data collection is presented. Based on research background, brand trust and related components, and their impact on purchase intention was identified as core concepts and the search for the conceptual framework was done with these keywords- ‘brand trust and impact on purchase intentions’, purchase intentions influential factors’ etc. The literature review secondly focused on how trust pairs up with other brand marketing variables such as brand image, attitudinal loyalty, etc. Finally, the studies that discussed trust and purchase intention correlations were presented.
Many researchers have proved that perceived value dimensions such as social value, emotional value and functional value etc effect purchase intentions of products. In case of online purchase limited time promotional offers emotional value lead to higher purchase intentions Lifang. Napoli et al (2014) whereas in case of food products impact of social value, perceived quality, perceived price is higher and no effect of emotional value was found on purchase intention. Similarly Fournier (1999) claims that the relationship between the brand and consumer is no different to any other relationship, and affects whether the consumer purchases that product or not.