| Category | Consumer Characteristics | Seller Characteristics | Consumer Perceptions | Consumer Perceptions for Corporate Branding |
| Factors | Need | Ability | Security | Personal Experience |
| Motivation | Benevolence | Privacy Control | Familiarity | |
| Capacity | Integrity | Integrity | Affiliation and Belonging | |
| Willingness |
| Competence | Transparency | |
|
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| Third-party recognition | Factual Signals and Heuristic cues | |
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| Legal framework |
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