Trust and loyalty in online brand communities Anaya Sánchez, Rafael Aguilar Illescas, Rocío Molinillo, Sebastián Martínez López, Francisco José eWOM Trust Loyalty Purpose – The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members. Design/methodology/approach – The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM). Findings – The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust. Originality/value – This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs. 2024-11-25T11:05:18Z 2024-11-25T11:05:18Z 2020-05-14 journal article Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S. and Martínez-López, F.J. (2020), "Trust and loyalty in online brand communities", Spanish Journal of Marketing - ESIC, Vol. 24 No. 2, pp. 177-191. https://doi.org/10.1108/SJME-01-2020-0004 https://hdl.handle.net/10481/97318 10.1108/SJME-01-2020-0004 eng http://creativecommons.org/licenses/by/4.0/ open access Atribución 4.0 Internacional Emerald