The role of brand affect and brand trust in the formation of brand loyalty

Wang Haijun

Abstract

Existing studies on the factors influencing brand loyalty show that brand trust and brand affect play an essential role in brand loyalty. Some researchers defined the brand loyalty in dynamic aspect. However, few studies have been made on the development process of consumers’ brand loyalty with time. To make up this shortfall of present marketing studies, a dynamic study on the equal influence of brand affect and brand trust on the forming process of brand loyalty was carried out in this research. The longitudinal situational simulation experiment conducted in this research revealed a law that, the influences of brand trust on brand loyalty increased with time, while that of brand affect on brand loyalty reduced. In addition, this law was weakened by different consumption experiences. Finally, it was pointed out that the incorporated influences of brand trust and brand affect on brand loyalty were significantly strengthened with the accumulation of consumption experiences.