This research question examines how consumer reflections on gig workers affect brand trust of Indian food-delivery websites. Using a sequential mixed-methodology, a preliminary qualitative interviewing session identified relevant dimensions of perception of gig workers, which were further used to guide a quantitative survey conducted on 250 food-delivery customers. To test the hypothesised relationships, structural equation modelling was then used. Findings reveal that perceived ability and warmth of gig workers should contribute immensely to the transfer of trust to the platform but hygiene signalling and professionalism foster platform brand trust directly. The relationship that exists between brand trust and the perceptions of gig workers is partly mediated by the trust transfer, which in turn has a positive impact on the customer loyalty and electronic word-of-mouth intentions. The research adds to the body of existing work on the topic of brand trust and the gig economy by theorising about the concept of gig workers as human brand touchpoints and the necessity of controlling interpersonal and hygiene-related cues to foster trust in platform-based food-delivery services..
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