Consumer’s Brand Trust and Its Link to Brand Loyalty
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.
Brand, Trust, Loyalty, Customer Satisfaction
Kotler, P. and Armstrong, G. 2004. Principles of Marketing. 11th edn. Prentice Hall/Pearson Education.
Einwiller, S. 2001. The significance of reputation and brand for creating trust in the different stages of a relationship between an online vendor and its customers. Eighth Research Symposium on Emerging Electronic Markets.
Aaker, D. A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. NY: The Free Press.
Howard, J. A. and Sheth, J. N. 1969. The Theory of Buyer Behavior. NY: John Wiley and Sons.
Dick, A. and Basu, K. 1994. Customer loyalty: Towards an integrated framework. Journal of the Academy of Marketing Science. 22, pp. 99-113.
Guest, L. P. 1955. Brand loyalty-Twelve years later. Journal of Applied Psychology. 28, pp. 405-408.
Jacoby, J. 1971. A model of multi-brand loyalty. Journal of Advertising Research. 11, pp. 25-31.
O’ Shaugnessy, J. 2000. Explaining Buyer Behavior. Oxford University Press.
Rousseau et al. 1998. Not so different after all: A cross-discipline view of trust. Academy of Management Review. 23, pp. 393-404.
Anderson, J. C. and Narus, A. 1990. A model of distributor firm and manufacturing firm working partnership. Journal of Marketing. 54, pp. 42-58.
Dawyer, F. R., Schurr, P. H. and Oh, S. 1987. Developing buyer-seller relationships. Journal of Marketing. 51, pp. 11-27.
Donath, B. 1999. Consumer marketing trends. Marketing News. 28, pp. 14-27.
Christou, E. 2004. Guest loyalty likelihood in relation to Hotels’ corporate image and reputation: A study of three countries in Europe. Journal of Hospitality and Leisure Marketing. 10, pp. 88-99.
Copeland, M.T. 1923. Relation of consumers’ buying habits to marketing methods. Harward Business Review. 1, pp. 282-289.
Brown, G. H. 1952. Brand loyalty-Fact or friction. Advertising Age. 23, pp. 52-55.
Cunningham, R. M. 1956. Brand loyalty- what, where, how much? Harward Business Review. 34, pp. 119-128.
Assael, H. 1998. Consumer behavior and marketing action. Cincinnati, OH: South Western.
Fournier 1998. Consumer and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24, pp. 343-373.
Gundlach, G. T., Achrol, R. S. and Mentzer, J. T. 1995. The structure of commitment in exchange. Journal of Marketing. 58, pp. 78-92.
Oliver, R. 1999. Whence consumer loyalty? Journal of Marketing. 63, pp. 33-44.
Gommans, M., Krishnan, K. S. and Scheffold, K. B. 2001. From brand loyalty to E-loyalty: A conceptual framework. Journal of Economic and Social Research. 3, pp. 43-58.
Waddell, H. 1995. Getting a straight answer. Journal of Marketing Research. 7, pp. 4-9.
Baldinger, A. and Rubinson, J. 1996. Brand loyalty: The link between attitude and behavior. Journal of Advertising Research. 36, pp. 22-35.
Day, G. S. 1969. Buyer attitudes and brand choice behavior. Dissertation Abstracts.28, pp. 4658-4659.
Deutsch, M. 1958. Trust and suspicion. Journal of Conflict Resolution. 2, pp. 265-279.
Worchel, D. 1979. Trust and distrust. The Social Psychology in Intergroup Relations. Belmont, C A: Wadsworth.
Chaudhuri, A. and Holbrook, M. B. 2001. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing. 65, pp. 81-93.
Moorman, C., Zaltman, G. and Deshpande, R. 1992. Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research. 29, pp. 314-328.
Morgan, R. M. and Hunt, S. D. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing. 58, pp. 20-38.
Delgado-Ballester, E. and Munuera- Aleman, J. L. 2001. Brand trust in the context of consumer loyalty. European Journal of Marketing. 35, pp.1238- 1258.
Lau, G. T. and Lee, S. H. 1999. Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management. 4, pp.341-370.
Picot et al. 2001. Information, Organization and Management.
Sitkins, S. and Roth, N. 1998. Explaining the effectiveness of legalistic remedies for trust/distrust. Organizational Science. 4, pp. 367-392.
Bloemer, J. M. M. and Kasper, H. D. P. 1995. The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology. 16, pp. 311-329.
Nunnally, J. 1978. Psychometric Theory. 2nd edn. NY: Mc Graw-Hill.