Are you  especially loyal to any one brand? If so, what is it and why are you so  loyal? When successfully building loyalty and community, trust seems to  be the biggest factor. How can a company build trust and what is the  best approach to do so (incorporating concepts from both the field of  marketing and psychology)? What are the ethical issues and obligations  that come with trust once it is built? Should consumers trust companies?  Why or why not? Do you think some consumers are just more prone to be  loyal to companies and other consumers are not? Why or why not?