The CBB test presented in this chapter analyses four criteria to determine how well a company and brand will coalesce with online media: product attributes, consumer behavior, product familiarity and conflict and competition.

The physical distance between the consumer and the product which online trading necessitates not only affects the consumer’s perception of the product, but also of the service being provided.

Inject additional trust-building online. Special guarantees, rules and guidelines that build the online users confidence in the service they can expect from the online store.