chapter  8
18 Pages

Trust and Commitment

Brand names, whether those of movie stars, politicians, or automobiles, derive at least some part of their attraction from a promise of trust. Similarly, brand commitment (or brand loyalty) would appear, to some extent, to have affective foundations because it is not uncommon to hear people say that they “love” their new Honda Civic or their favorite flavor of Ben and Jerry’s ice cream. Brand trust and brand affect have not, however, been widely considered as determinants of brand commitment in spite of the recent trend in marketing literature towards the notion of “relationship” marketing with its emphasis on commitment (Gundlach, Achrol, & Mentzer, 1995).