Trusting beliefs are playing an increasingly important role in building customer-based brand equity (CBBE) in the business arena. The present study examines the mediating effect of trusting beliefs on the interactivity-brand equity relationship. An online survey was administered to collect data from randomly selected consumers. The results show that system interactivity impact brand equity directly and indirectly through trust integrity. The present theory-driven model contributes to a better understanding of online brand equity. Therefore, allocating resources to influence the perception of system interactivity and trusting integrity beliefs is valuable to develop online brand equity. This research contributes to the interactivity theory and the relationship marketing theory and it also offers implications for practitioners.

• Albert A. Barreda(Missouri State University, USA)
• Khaldoon Nusair(Sultan Qaboos University, USA)
• Fevzi Okumus(University of Central Florida, USA)
• Anil Bilgihan(Florida Atlantic University, USA)