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This book examines the relationship between the perceived corporate ethical behaviour and Brand Trust in the innovative online environment. Hitherto there has been extremely limited literature about this issue and Delgados Brand Trust model is associated for the first time with the characteristics of an ethical company. The existing bibliography is sketched, touching upon the interaction of CSR and Brand Trust in the novel communicative context of the Internet. Mixed methodology, by means of small-scale survey and in-depth interviews, was used in order to integrate the quantitative and the...