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The current study addresses an important question: is bottled water a commodity? How consumers in Saudi Arabia categorize bottled water? This study provides insights for marketers to understand the transition between commodity and brand. It also adds to the current literature on price fairness and brand trust by highlighting the impact of product design and e-WOM. Also, brand trust may not act as trigger to purchase intention, but it helps consumers to have higher value of the product. A totaldoi:10.5539/ijms.v10n2p86 fatcat:jwany4mkqba5fmcptjn5j2p4cy