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Abstract

This research investigates the pivotal role of brand trust in influencing
purchasing behavior and fostering customer loyalty towards Giordano Myanmar. In an era where consumer choices are abundant and competition is fierce, understanding the dynamics of brand trust becomes imperative for businesses aiming to establish and maintain a loyal customer base.

The study employs only quantitative surveys to comprehensively explore the intricate relationship between brand trust, purchasing behavior, and customer loyalty. A diverse sample of 300 participants from various demographic backgrounds and consumption patterns were engaged in the research. Quantitative findings reveal a statistically significant positive correlation between perceived brand trust and consumers’ propensity to make purchasing decisions. Furthermore, the study uncovers the mediating role of purchasing behavior in the relationship between brand trust and the establishment of enduring customer loyalty.

The implications of this research extend beyond theoretical frameworks, offering practical recommendations for marketers and business strategists seeking to enhance brand trust and, consequently, foster customer loyalty. Recognizing the multifaceted nature of consumer trust, the study advocates for strategic initiatives that prioritize transparent communication, consistent product quality, and ethical business practices.

Author: NAN THINZAR