The purpose of this study is two-fold: 1) to identify the conceptual development of brand trust and 2) to propose the construct of brand trust. To help with this issue, more than twenty papers discussing the concepts of brand trust are selected and examined. The papers are chronologically analysed according to decades. A descriptive qualitative approach is used in this research. Through literature investigation it is found that although sources have various conceptualisations, they refer to the same or a similar feelings: confidence, belief, reliability, and security. However, further analysis suggests the conceptualisation of brand trust has been evolving chronologically and can be categorised into three phases: before 1990, between 1991 and 2010, and after 2011. This study contributes to the conceptualisation of brand trust through a historical (chronological) approach. It is evidence that a constructed conceptualisation of brand trust is a time-specific reflection