Brand trust to Brand loyalty

The establishment and sustenance of a reliable and enduring client connection is vital for a brand
to succeed in the fiercely competitive global market of today (Alhaddad & Abdullah, 2015).
Notable research from Chaudhuri & Holbrook (2001) defines brand trust as the “willingness of
the average consumer to rely on the ability of the brand to perform its stated function”. Results
from this study also indicate that purchase and attitudinal loyalty are determined by brand trust
and brand effect when the factors at the product and brand levels are taken into account. One
interpretation is that customers' firsthand encounters with brands are what build and nurture
brand trust (Kabadayi & Kocak Alan, 2012). Brand trust is reported to be involved as part of
brand credibility in brand equity acceptance (Keller & Aaker, 1992) and fundamental to the
development of loyalty (Joji, 2011). Brand trust has a direct impact on brand loyalty in addition
to being influenced directly or indirectly by emotional attachment antecedents including
perceived quality, perceived value, customer satisfaction, and perceived differentiation (Atulkar,
2020). For those references, the following hypothesis is developed:

H4: Brand trust positively impacts Brand loyalty