Afreen Ejaz

Factors Influencing Brand Trust in Local Kirana Stores: Evidence from Gumla, a Tribal District of Jharkhand, India

Afreen Ejaz · Asian Journal of Economics, Business and Accounting · 2026

Background: Rural and tribal communities like those in Gumla, Jharkhand rely heavily on kirana stores for daily needs, social interaction, credit access, and local information, making them central to community life. In such settings, brand trust is driven more by personal relatio...