Brand trust development phenomenon in a structured component wise and layer manner is vital, which helps the restaurant service provider to systematically create and implement the needed strategies to establish brand trust. From a systems theory perspective, brand trust is a part of the overall brand management system, which would need antecedent structure and a clear consequence to indicate an effective brand trust. Thus, the research objective is to derive and validate an integrated model, which explains how brand trust – both cognitive and affective satisfaction aspect – is developed by incorporating the socio-psychological domains of influence in norm and attitude, and the reliability-ensured service operations performances, as stimuli, to impact significantly on the knowledge-based value perceptions, so that revisit intention and experiential sharing as a consequence of brand trust can be developed. That is, cognitive trust emerges as a result of customers forming value perceptions and knowledge of what the services can deliver. For testing the model, an upscale restaurant population in Chiang Rai is targeted, and the data collected were subjected to multivariate statistical analysis i.e. structural equation modelling (SEM) and hierarchical multiple regression method.

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Keywords: Stimulus-Organism-Response (SOR), Social Psychology, Cognitive Psychology, Customer Value, Brand Trust, Revisit Intention, Experience Sharing, Social Media.