Antecedent trust in a brand sebagai pendorong brand loyalty

Dewi, Deasy Christiana (2009) Antecedent trust in a brand sebagai pendorong brand loyalty. Widya Warta: Jurnal ilmiah Universitas Katolik Widya Mandala Madiun, XXXIII (02). pp. 113-125. ISSN 0854-1981

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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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