Abstract:
Purpose - This research paper is to examine the components that affect brand trust and how
brand trust affects brand loyalty and in this paper I will check key variables such as customer
satisfaction, relative price, perceive quality and brand experience that will be affected
brand trust and helps FMCG industry to work on these variables if want to build brand trust
and loyalty in Pakistan.
Design/Methodology/Approach - To check the variables that affect the brand trust more in
FMCG industry in Pakistan, survey will conducted through questionnaires by convenience
' sampling in Karachi. Sample size consists of 300, regression and correlation will be
conducted to test the hypothesis.
Findings - The results presented that the customer satisfaction, brand experience, relative
price and perceive quality have a significant positive relationship on brand trust and so brand
trust has a good significant impact on brand loyalty.
Limitation - This study conducted only in Karachi, Pakistan from 300 respondents, so
generalizing these result would not be sufficient for all over Pakistan.
Originality Value - This study would help the marketing professionals to understand how
Karachi, Pakistan figure brand trust and how they retain their existing customers
and attract new customers for a longer period of time.
