Existing studies on the factors influencing brand loyalty show that brand trust and brand affect play an essential
role in brand loyalty. Some researchers defined the brand loyalty in dynamic aspect. However, few studies have been
made on the development process of consumers’ brand loyalty with time. To make up this shortfall of present
marketing studies, a dynamic study on the equal influence of brand affect and brand trust on the forming process of
brand loyalty was carried out in this research. The longitudinal situational simulation experiment conducted in this
research revealed a law that, the influences of brand trust on brand loyalty increased with time, while that of brand
affect on brand loyalty reduced. In addition, this law was weakened by different consumption experiences. Finally, it
was pointed out that the incorporated influences of brand trust and brand affect on brand loyalty were significantly
strengthened with the accumulation of consumption experiences.