numerous research explore relationship between trust and commitment. Achrol (1991) found that trust is an important determinant of relationship commitment. Harrison-Walker (2001) also suggests that commitment has a direct impact on trust. Consumer recognize themselves with a brand or a firm tend to express positive emotions about the firm. Commitment is reflected in trust of customer, it is create The emotional attachment.
The emotional attachment created by commitment is affected in trust of customer.
Affective commitment has a direct effect on trust and loyalty (Harrison Walker 2001). Customers that identify themselves with a company or a brand tend to express positive feelings about the company. The emotional attachment created by the affective commitment is reflected in customer trust and behavioral intention (Dick and Basu 1994; Fullerton 2003).