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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.

Based largely on the recently growing experiential marketing stream, this study explores the joint effects of cognitive assessments of and emotional responses to service experiences on store loyalty in a retail service setting. Experience-related cognitions and store-related cognitions based on evaluations of the service experience, as well as the subsequent positive and negative emotional responses on the part of the customers, are modeled and investigated in terms of effects on store loyalty. Empirical data were collected through a survey of 518 consumers in four coffee shops of two major chains. The results suggest that consumer evaluations of the service experience and store environment may influence store loyalty, both directly and indirectly, through both negative and positive emotional arousals. The relative effects of each construct through different mechanisms are the primary research questions investigated in this study. Managerial implications and future research directions are also discussed.

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