信任是一个基于消费者如何感知产品而发展起来的概念。消费者必须相信这个品牌能够满足他们的基本需求，并基于这个品牌做出选择。为了影响信任变量，Hsin & Wen(2008)等研究人员已经确定，品牌必须在其活动中尽可能透明，并确保透明是客观的，这意味着它也为实时用户服务。这给了它更多的真实性。
Trust is a concept that is developed based on how the consumer perceives the product. The consumer must be able to trust that the brand would meet their fundamental needs and also make choices based on the brand. In order to influence the trust variables, researchers such as Hsin & Wen (2008) have identified that the brand must be made as transparent in its activities as possible and ensure that the transparency is objective, meaning that it serves a real time user purpose as well. This gives it more authenticity.
The brand trust is strengthened by the company after genuine efforts of the people. It can be stated that the value of the brand is found to increase along with the customer trust . Several researches have been undertaken in the current times to understand about the importance of the brand. There has been great interest that is generated in the current times for creation of the brand trust and loyalty. This trust in a brand cannot be generated in a short span. A company needs to maintain the standards meticulously to address the needs of the brand. They must factor in the consumer attitudes and behaviour loyalty of the consumer before devising a plan . Many researches are undertaken based on the different cultures and social factors.
The brand trust is developed from quality of the products. In addition, the average consumer must be willing to rely on the brand to meet their objectives. There is different notion of brand impact in the society. The trust must factor in the local culture and social values in the society. In considering brand trust, there are many more dimensions of trust that has to be considered in context, such as brand affect and attitudinal loyalty. The two factors are significant in understanding trust brand affect and attitudinal loyalty are both part of the relationship system between client and company. These factors are hence presented in detail in the following subsections.