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

[img] Text (Antecedent trust in a brand sebagai pendorong brand loyalty)
B. Daesi.pdf

Download (82kB)
Official URL:


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.

Item Type: Article
Uncontrolled Keywords: trust, branding, loyalty
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi Dan Bisnis > Prodi Manajemen
Depositing User: Petrus Suwandi
Date Deposited: 17 May 2019 02:27
Last Modified: 19 May 2019 07:25

Actions (login required)

View Item View Item