Are you especially loyal to any one brand? If so, what is it and why are you so loyal? When successfully
building loyalty and community, trust seems to be the biggest factor. How can a company build trust and
what is the best approach to do so (incorporating concepts from both the field of marketing and
psychology)? What are the ethical issues and obligations that come with trust once it is built? Should
consumers trust companies? Why or why not? Do you think some consumers are just more prone to be
loyal to companies and other consumers are not? Why or why not?
Sample Solution
