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2. The Concept of Brand Trust
On the one hand, trust has been considered as a comportmental component: the willingness to rely on the partner [26] Geyskens et al. ,
1996; [41] Kumar et al. , 1995; [61] Siguaw et al. , 1998. On the other hand, trust may be analysed as a cognitive component, so that trust has
been also associated with a set of beliefs [5] Anderson and Narus, 1990; [18] Doney and Cannon, 1997. Websters 1991 defined trust as the
assured reliance on the character, ability, strength, or truth of someone or something.
Ennew and Sekhon 2007 defined trust as Individuals willingness to accept vulnerability on the grounds of positive expectations about the intentions
or behavior of another in a situation characterized by interdependence and risk.
Morgan and Hunt, 1994 defined trust as a customers confidence in the service firms reliability and integrity.
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3. The concept of Loyalty
Loyalty has been defined as a deeply held commitment to re-buy or re- patronize a preferred productservice consistently in the future Oliver,
1999 According to [30] Hallowell 1996, loyalty behaviours are explained by the
belief that the value received from one seller is greater than the value available from other alternatives.
Loyalty is defined in different ways. Oliver 1999 defined loyalty as a deep commitment and for a customer to become and remain loyal, he or she
must believe that the organization he has opted for will continue to offer the best choice alternative.
Moorman et al. 1992 declared that customer loyalty is an intention to keep a valued relationship. Customer loyalty can be illustrated as the
404 customers commitment to a company, or the customers desire to keep
an enduring relationship with the vendor Zhang and Prybutok, 2005. It is also defined as a highly deep commitment to keep on purchasing a
product or service in the future regardless of the fact that there are situational factors and marketing efforts which have potential to create
switching behavior Yim et al., 2008. 2. Literatur Review Dimension
1. Relationship Quallity In measuring a Rellationship Quality will require a benchmark or
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