The influences of trust and affect on increasing likelihood to purchase luxury brands was
examined. Because in most existing studies of luxury brand female customers have been
targeted, in contrast a more comprehensive luxury brand loyalty building framework for
male customers was demonstrated in this study. Results show a significant path from brand
affect to brand trust, and from brand trust to brand risk and brand loyalty. The findings imply
that brand affect, indirectly via brand trust, and brand trust directly, enhance brand loyalty
behaviors and reduce perceived brand risk. The significant role of brand trust in building
brand loyalty should be noted and more trust building oriented brand management strategies
should be developed.