Establishing long-term relationships with Taiwanese lumber buyers generates profits and lowers costs. Marketing efforts, trust, and brand equity may be factors that strengthen relationships in this market. In this study, we assessed the relationships among these constructs using the structural equation model and data collected from a questionnaire sent to Taiwanese lumber importers. Path parameters are found to be statistically significant except for the link between brand equity and trust. Some factors must exist between these two constructs, and further exploration may be necessary in the future. The mediating effects of brand equity and trust are discovered between marketing efforts and customer loyalty. It suggests that lumber suppliers should focus marketing efforts on brand equity and customer trust in order to create customer loyalty.