品牌影响力是指一个品牌在普通消费者中引发正面情绪反应的潜力。这是一种情绪反应，它与品牌信任有关，因为正如研究人员所说，积极的情绪反应与信任有关。在顾客和品牌之间建立适当的关系是很重要的。它必须满足消费者的需求，同时保持标准的质量(Erdem et al.， 2006)。它可以定义为消费者和社会对特定品牌的评价。另一个合理的定义是，当品牌被考虑时，可以引起积极的情绪反应(Caudhuri and Holbrook, 2001)。因此，在建立品牌信任的同时，也要考虑品牌的影响力。
持续满足消费者需求的品牌会增加消费者对品牌的信任，进而影响品牌的整体发展。顾客一旦看到一个值得信赖的品牌，就会产生积极的反应或影响(Fournier, 1998;1999)。品牌质量的持续交付和满足消费者的需求最终会导致企业发展信任(Caudhuri and Holbrook, 2001)，品牌效应必然会带来积极的影响，从而形成信任。
Brand affect is defined as the potential of a brand to elicit a positive emotional response in the average consumer. This is the emotional response and it connects to brand trust, because positive emotional responses are associated with trust as researchers present it. It is important to have the appropriate relationship between the customers and the brand. It must meet the needs of the consumer while maintaining the standard quality (Erdem et al., 2006). It can be defined as the evaluations of the consumers and the society with respect to the particular for brand. Another plausible definition can be the eliciting of a positive emotional response when the brand has been considered (Caudhuri and Holbrook, 2001). While factoring in the creation of the brand trust, therefore, it is also necessary to factor in brand affect.
The brand that meets the consumer needs on a continual basis will lead to an increase of trust in the brand and these would lead to the overall development of the brand affect. Once the customer see a trusted brand, they will have positive reaction or affect (Fournier, 1998; 1999). The continual deliverance of the brand quality and meeting of the requirement with the consumers will eventually lead the companies to develop trust (Caudhuri and Holbrook, 2001) The brand affect will invariably lead to the positive impact and the trust would be formed.