EFFECT OF CONSUMER TRUST ON BRAND LOYALTY WITH RESPECT TO JEWELLERY BRANDS IN AMRAVATI CITY.

Consumer trust plays a vital role in shaping purchasing decisions and building long-term brand loyalty, particularly in high-involvement product categories. In the jewellery industry, where purchases involve significant financial and emotional value, trust becomes a key factor influencing brand preference and repeat buying behavior. This study examines the effect of consumer trust on brand loyalty with respect to jewellery brands, focusing on factors such as product purity, hallmark certification, quality, pricing transparency, and after-sales service. A descriptive research design was adopted, using primary data collected through a structured questionnaire and supported by secondary literature. The findings indicate that consumer trust significantly influences repeat purchase intentions and brand loyalty, while reduced trust increases the likelihood of brand switching. The study emphasizes the importance of authenticity, quality, and transparency in sustaining long-term brand loyalty in the jewellery market.