Which Comes First, Loyalty or Trust?

You can be loyal to brands (and it’s greatly appreciated when you are), but trust consists of a more human element.  How did you get onto the brand in the first place?  Likely a recommendation from someone you know, like, and yes, trust.  If you stay engaged with that brand solely based on marketing and advertising, exactly how superficial is that product you use compared to your needs?  The more important the need, the deeper the relationship being sought with a provider.  

Trust is a belief that a desired or anticipated outcome will result, regardless of the number of times an activity is performed.  Loyalty occurs after outcomes are produced by someone or something over time.  If the outcome was positive and anticipated, negative and resolved, or on some occasions positive and unanticipated (meaning it was a good surprise to the subject), loyalty is built.  If the outcome was negative, unanticipated, and unresolved, loyalty is destroyed.  

Brands can destroy loyalty the same way people can lose trust.  The difference is, loss of brand loyalty breaks down a company. Trust breaks down a relationship.