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The Interplay of Brand Trust and Customer Loyalty on Assessing the Impact of Trust-Building on Retention and Advocacy
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Author(s): R. Rejitha (Bharath Institute of Higher Education and Research, India)and G. Jayalakshmi (Bharath Institute of Higher Education and Research, India)
Copyright: 2025
Pages: 26
Source title:
E-Commerce, Marketing, and Consumer Behavior in the AI Era
Source Author(s)/Editor(s): Ahmed J. Obaid (University of Kufa, Iraq), Adriana Burlea-Schiopoiu (University of Craiova, Romania), Bharat Bhushan (Sharda University, India), Sobirov Bobur (Tashkent State University Economics, Uzbekistan)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-5548-0.ch009
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Abstract
An increasingly important factor of brand building in the modern marketplace is trust. To this end, the study tested different trust-building strategies and examined their influence on customer retention and advocacy. The sample consisted of 500 customers across industries surveyed to measure outcomes affecting brand trust and resultant loyalty behaviors through a broad mixed-method design. The statistical techniques used to analyse the quantitative data helped segregate significant trust factors most relevant for loyalty. In contrast, qualitative findings provided a deep perspective of customer experiences and expectations. Results show a positive and strong association between brand trust and market loyalty, which underlines that efforts to build or reinforce this relationship foster customer retention and advocacy among individuals in the Brazilian context. The analysis further identifies sector-specific differences that emphasise that the trust-loyalty relationship is moderated by the environment from which it operates.
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