Abstract
<jats:p>The growing popularity of Internet of Things (IoT) enabled devices has transformed the relationship between technology and consumers, and positioned the technological experience with consumers as a source of unparalleled opportunity and, at the same time, crucial pressure to the brands that hope to build consumer affinity and trust through its use. Chapter examines how trust and brand loyalty are being restructured in the era of connected technology with a validated argument that security, transparency, and user experience are no longer just functional matters but competitive sources that empower the successful brands in a hyper-connected market space. Chapter use examples of interdisciplinary studies and real-life cases in the industry to study how re-engineering customer experience models works to meet the increasing levels of privacy and the pressures of compliance as well as provide emotionally resonating experiences. Chapter propose a multidimensional approach to building digital trust and loyalty that can become a guide to actions that brands to navigate the IoT ecosystem.</jats:p>