Retailers play important role in affecting customer purchasing decision by influencing credibility (Desmet, 2014). A good signal of credibility will lead to good motivation in consumer response. Desmet (2014) also stated that consumers should not challenge the credibility once they have good perception or experience towards the brand. However, consumers’ senses of sensitivities are likely to increase from the past experience where it influences their future decision. Sometimes taste and needs different makes the private brands into difficult situation. However, change of consumers taste and needs where they tend to desire more on values and benefits from a product purchased are factor contribute to brand leadership (Powell, 2011; Blessing, 2010). Consumers consider private brands are worth to purchase as much as manufacturer brands (Chaniotakis, Lymperopoulos & Soureli, 2010). Thus, store brand currently has claimed to longer brand loyalty among the consumers (NPD, 2009) especially those who used social media and apps on smartphones (Berk, 2012). In the other mean, consumers willing to perceive more benefit on specific product when the higher trust in brand (Chaniotakis et al., …show more content…
To build up a trustworthy brand, it is important to always keep promise to consumers whenever the product developed, produced, sold, serviced and advertised or even in bad situation like crisis arises (Sahin et al.,