Creating Consumer Trust And Brand Loyalty Marketing Essay

Published Date: 23 Mar 2015

It is one of the most effective way that providing consumer trust for a brand in order to acquire more profit of brands. If the brands can get consumer trust, they can get more profits from their competitors, because consumers will continue to purchase this product even if it is difficult to transportation of the product. Consumer confidence is a very large force to the firms. If sales people can not get a good sales volume, the main reason is that consumers rely on to another brand. It is a fact that being loyal to the brand, consumer confidence is an important element except speed and price which is only based on the elements of the product. Below the 5 way of creating consumer confidence will be explained.(www.businessweek.com 10.10.2012)

Create confidence to the brand's products

Create confidence to the firms'

Create confidence to marketing strategy

Create confidence to the industry.

Brand is a name, symbol, or design used to defining a vendor's product or service or to separate this product and service from the competitors. However, confidence in the brand presence is a symbol not a person. If there is a consumer trust to the brand, despite the risk, consumer willing to believe to the brand and want to purchase this brand (Lau, Lee, 1999). Acoording to Doney and Canon (1997), trust is a continuous process based on the fulfillment of expectations by the other party or the brand itself. It is expected to the brand or company in terms of customers is at least exhibition of the performance of the product.

Characteristics of the Brand-Trust

Characteristics of the brand has a very important role to provide consumers trust to the brand. Providing consumer trust to the brand is a process which quite difficult and required for a long evaluation period. When interpersonal trust is investigated, it is focused on topics which is characteristic of the brand such as; brand reputation (Zucker, 1986), presage of the brand (Remplin, 1985) and perfection of the brand.

Brand Reputation

The concept of brand reputation means that the consumers have a judgement about the brand as the first impression like the brand is good and reliable. The reputation of the brand may also be achieved through advertising or public relations. However, product quality and performance are the factors to the spread of the brand's reputation in the eyes of consumers. According to Creed and Miles (1996), brand reputation can develop a positive state between consumer and brand. If any consumer realize that other consumers think the brand is good; he/she think to purchase this reliable brand. After the usage experience, if the brand respond at least the consumers expectation, reputation of the brand will increase consumers' willingness to trust the brand. Nevertheless, if the brand has not a reputation consumers will behave more skeptical than usual. If the consumer is aware of everything about the brand enormously, it will be cause an extremely sensitive behaviour of the consumers about the lack of anything to the brand. This makes it difficult to trust the brand (Lau and Lee, 1999: 346).

Presage of the Brand

Presage of the brand refers a case that speculating about the availability of a group to other group (Doney, Cannon, 1997). Clearly, to give prior notice of a brand means that prior knowledge about the brand by the consumer group. A brand which gives prior notice to customers provide pre-estimate about the performance of this brand (Lau, Lee, 1999: 346). Shapiro (1992) defined the trust as three types used in business relationships. These are: deterrence-based trust, knowledge-based trust and identification-based trust. Knowledge-based trust has been shaped around the condition of behavioral notification and this situation arises when a group is able to predict how the other group will act. Presage of the brand increases the consumer's belief to the brand, because the consumer knows that there will be no problem regarding usage of the brand. Accordingly, consumers get the positive expectations regarding the brand and consumer trust increases to the brand (Lau and Lee, 1999: 346).

Perfection of the Brand

A perfect brand should have capable to meet the needs of the consumer and should have problem solving capability regarding the brand (Lau, Lee, 1999: 346). Deutsch (1960), Cook and Wall (1980) and Stkin and Roth (1993) described mastery as the most important factor that triggers confidence. The consumers may determine via communication from ear to ear or by using the brand. If a consumer wants to rely on a brand, when a problem ocur, that brand has mastery about solving to that problem (Lau, Lee, 1999).

The Role of The Company to the Brand-Trust

The company behind the brand affects consumer confidence to the brand. Consumer information about the company allows them to appreciate the brand. Firm characteristics that affect consumer confidence in the brand, at the same time, it affects consumer confidence in the company needed (Lau, Lee, 1999: 347).

Confidence to the Company

When an entity is trusted, the smaller entities are trusted in the bottom of a major asset, because this small presence belongs to this great presence. The same situation is viable about a firm and its brand, because here the firm represents the great presence and the brand represents small presence. In this case, a person who trust a brand relied on the company's brand at the same time (Lau, Lee, 1999: 347).

Reputation of the Firm

If a consumer think that the other consumers trust on this brand which belongs to a firm, that consumer feels safer using the firm's brands. This will provide more consumer confidence to the brand.

Honesty of the Firm and Attitudes Toward the Firm

Doney and Cannon (1997) described the concept of intent as one of the ways to develop the trust in buyer-seller relationships in industrial marketing. It is used to describe the reasons for the intention of a group means evaluation. If a consumer believes that the brand behind the firm is favorable, he/she will trust the brand.

The consumer perception about the brand which behind a firm and the brand honesty emphasizes that the firm has some acceptable principles like; promise-keeping, to be ethical and honest principles (Mayer and others 1995). So, If a brand is perceived as honest, this company behind the brand is reliable.

Brand Love and Satisfaction

According to Bennett (1996), to start the relationship between the two groups, the two sides should love one another. As a consumer, the consumer must first love that brand in order to start a brand relationship. If a consumer loves the brand, he/she will feel the necessity to find that brand. In addition, it has emerged that the features which make this love have been imposed some concepts that correlative some elements such as; sincerity, reliability, integrity, consideration, respect, trust (Lau, Lee, 1999: 349).

The element of love composes a quite strong basis to satisfaction from the sales relationships and performances and for evaluating this performance. Many recipients of industrial products think that one of the important factors that affect the evaluation of sales relations is loving the salesperson (Dion, 1995). In the consumer market, if a consumer loves a brand, he/she trusts to that brand more (Lau, Lee, 1999).

Moreover, a brand satisfaction is defined as a subjective evaluation whether selected an alternative brand meets the needs of consumers (Bloemer, Kasper, 1995). According to theory of equivalence and social change, equality of income affects behaviors in later times (Adams, 1965; Kelly and Thibaut, 1978). In ongoing relationships, satisfaction with past returns indicates equality in the change. If consumer happy to use the brand, this situation of brand refers to the same thing to keep the promise for someone. As long as the brand keep its promises to consumers, consumers have more confidence in the brand. (Lau, Lee, 1999).

CONCLUSION

Towards the end of the 19th century in the World, the concept of brand began to understood and towards the end of the 1980s in Turkey, it began to spread rapidly wit the economic and social development process. At the beginning of the developments that brought up the concept of brand, producers desired that getting a certain control and activism on trade and consumers(Chernatony, Mc Donald, 1996: 23). With the increase in population, the number of retailers has increased in parallel with the development of technology. Producers can not connect directly with the consumers, because distribution channels were in the hands of wholesalers and retailers. In addition, wholesalers and retailers had such a strong in the market. This effected the distribution of profit negatively. The concept of brand has emerged through manifacturers' working to differentiate their products in order to make themselves strong. Manufacturers have understood the importance of patents to differentiate and also managed to establish a direct relationship with consumers using and advertising.

Today, worsening of the competition conditions caused to develop new defense strategies of the firms in order to strive against competitors. Brand development efforts have emerged as a result of these defensive strategies. Most of the companies who want to be different in the face of competitors by creating new brands have managed to sit in a different position against its rivals. With the development of the concept of the brand, brand-related concepts began to developed one by one. The concepts like; brand loyalty, brand trust, brand love, brand image, brand satisfaction, confidence to the manufacturer are one of only a few major concepts about developing brand. While the concept of brand showing rapid growth in the world, developments about branding in Turkey will be important in terms of economic situation of Turkey. If it is thought that the brand is the most valuable asset which a country or company-owned, it can be more understandable in terms of the firms that importance of the brand and the ability to develop some new concepts about the brand.

Additionally, producers develops a brand because taking different position from its competitors and can be elected easily in the eyes of consumers. The main purpose of creating a brand is creating brand loyalty in the eyes of consumers. It should not forget that reliability and confidence factor are one of the requirements of branding. In the consumers preferences especially for a certain brand, it should not be forgetten the importance of the element of trust as well. Brands should pay more importance for the confidence element to be able to create loyal customers and to maintain brand loyalty.

  In general, brand loyalty, brand and producer confidence, brand love, brand image, brand satisfaction factors were examined wtih this study that prepared with that information and expectations.