| Izvleček: | Brands are important in the consumer market. They are the interface between and the
company, and consumers may develop loyalty to brands. This study proposes that trust in a
brand is important and is a key faktor in the development of brand loyalty. Factors
hypothesized to influence trust in a brand are brand predictability, brand liking, brand
competence, brand reputation, and trust to the company. Respondent representing consumers
of brand Aqua at student of Gadjah Mada University.
The result of this research show that trust in a brand is positively influence to brand
loyalty. Marketers should, therefore, take careful consideration of brand factors in the
development of trust in a brand.
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