Does brand trust matter to brand equity?

Purpose The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable qualities in any relationship, the objective of this study is to analyze the importance of brand trust in the development of brand equity. Specifically, the paper examines the relationships network in which brand trust is embedded. Design/methodology/approach A quantitative methodology was adopted. The data are based on a survey conducted in a region in the south‐eastern part of Spain, resulting in 271 surveys. Findings The findings…