Brand reputation, consumer trust and loyalty of "habul" products of bagtason bugasong / Ma. Angelu N. Cadampog, Anginelle Joy D. Cuadernal, Ma. Janicka S. Dayon, Jiecel Mae C. Espanola, Willene C. Lustan, Jenny B. Malatag

Includes bibliographical references

Abstract
This study was conducted to assess the relationship among brand reputation, consumer trust, and consumer loyalty of ""Habul"" products in Bagtason, Bugasong during 2026. The research involved 120 consumers of ""Habul"" products and examined how these three factors were connected using a descriptive-correlational research design. Data were gathered through structured questionnaires administered in person, and statistical analysis included Mann-Whitney U-tests, Kruskal-Wallis H-tests, and Spearman rank-order correlation. The findings revealed that ""Habul"" products appeal primarily to young women aged 18-35 with low monthly income who buy occasionally. The brand had an excellent overall reputation, with strong consumer trust and positive consumer loyalty across all demographic groups. Importantly, trust and loyalty levels were consistent across different age groups, income levels, and buyer types, showing no significant differences. The study also found a strong, positive, and significant relationship among brand reputation, consumer trust, and consumer loyalty, indicating that these three elements work together as one system where strengthening brand reputation directly increases both consumer trust and loyalty. The results suggest that ""Habul"" has achieved broad market appeal with universal brand recognition across all customer segments. The findings provide valuable insights for micro enterprises to strengthen their brand reputation and sustain customer loyalty, for support organizations to design effective training programs and mentorship initiatives, and for future researchers to conduct deeper studies on traditional and culturally significant products in artisan markets. Overall, this research demonstrates that focusing on brand reputation is the key strategy for success in sustaining and growing traditional local products.

Keywords: Brand reputation, Consumer trust, Consumer loyalty, Habul weaving, Traditional textile products, Artisan product.

Theses/Dissertations College of Management and Governance