The aim of this study is to investigate the interrelationship among brand innovation, brand trust, and brand loyalty of E-Marketplace. A quantitative research method was used and primary data was gathered by online questionnaire from 400 samples in Thailand. Then, obtained data were analyzed by using Structural Equation Modeling (SEM). The result showed that brand innovation elicited higher brand trust which, in turn, mediate the effect of brand innovation on brand loyalty.