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Deasy Christiana Dewi, Deasy
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ANTECEDENT TRUST IN A BRAND SEBAGAI PENDORONG BRAND LOYALTY Christiana Dewi, Deasy
Widya Warta No. 02 Tahun XXXIII / Juli 2009
Publisher : Universitas Katolik Widya Mandala Surabaya Kampus Kota Madiun

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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.
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