H2. PSQ is positively related to trust.
Brand effect
Brand effect is conceptualized as a determinant of loyalty and customer commitment (Chaudhuri and Holbrook, 2001; Dick and Basu, 1994; Fournier, 1998; Gundlach et al., 1995). Chaudhuri and Holbrook (2001) defined brand effect as “a brand’s potential to elicit a positive emotional response in the average consumer as a result of its use.” Brand effect can also be expressed as a strong emotional tie with the company or the service provider (Chaudhuri and Holbrook, 2001). Other studies have shown that brand effect may derive from greater trust in the reliability of a brand or from more favorable affect when customers use the brand.