Trait positive affectivity (PA) is hypothesized to increase consumers' propensity to be brand loyal. Theories on affect, traits and brand loyalty are used to develop the conceptual framework for the hypotheses. Results from three studies show that consumers high on trait PA are more likely to (i) describe experienced brands favorably to others, (ii) be committed to experienced brands, (iii) be willing to pay a premium for preferred brands and (iv) be overall loyal to their brands. Implications for brand managers and academic scholars are discussed.