Brand Trust and Brand Affect: Their Strategic Importance on Brand Loyalty

This paper elucidates the relevance of brand trust on consumer behavior and marketing management, particularly in retail management. The purpose of this research is to investigate the effects of factors on consumers' brand loyalty in service setting. According to purpose, the study empirically tests a model which proposed that brand trust and consumers' brand affect have influence on consumers' brand loyalty. The researchers administer a survey to 98 consumers. Using these data, the researchers test the hypothesis and model with structural equation modeling. The results indicate these factors have an effect on consumers' brand loyalty. In addition the findings confirm the indirect effect of consumers' brand affect on brand trust and consumers' brand loyalty relationship. Managerial implications and future research directions are also discussed.