ANTECEDENT TRUST IN A BRAND SEBAGAI PENDORONG BRAND LOYALTY
Abstract
Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This paper proposes that trust in a brand is important and it is a key factor in the development of brand loyalty. There are three factors which influence trust in brand namely, a number of brand characteristics, company characteristics, and consumer brand characteristics. The result of the study shows that the three factors are relatively more important in their effects on a consumer’s trust in a brand, and trust in brand is related to brand loyalty. Marketers should, therefore, take into consideration brand factors in the development of trust in a brand.
Keywords
trust, branding, loyalty
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LP3M Unika Widya Mandala Madiun
lp3m@widyamandala.ac.id