What are the ethical issues and obligations that come with trust once it is built?

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 built 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 consumers are just more prone to be loyal to companies and other consumers are not? Why or why not?
NOTE: include 2 or more references and be presented in APA Format. Deliverable length is a minimum of 2 body pages