Consumer’s Brand Trust and Its Link to Brand Loyalty

Abstract

Brands are of great importance in the context of consumers. They make up a relationship between the consumers and the company behind the brand. Brand loyalty can be achieved through consumer’s trust in a brand. This research tests the hypotheses concerning the relationship between trust in a brand and brand loyalty. A factor discussed in this study that leads to brand trust includes brand characteristics, company characteristics and consumer-brand characteristics. The research is based upon a survey of 100 respondents living in the capital of Pakistan. Reliability and validity of the measures were tested and hypotheses were tested using multiple regression. Findings show that all the three factors are important in creating trust in a brand. The results also show that consumer’s trust in a brand leads to brand loyalty. Marketers should make brands that are distinguishable and memorable and that can build up trust in a brand.