An empirical study on the dimensions of consumers' trust in a brand

被引：0

作者：

Yu, CL ^{[1
]}

Sun, YJ ^{[1
]}

Zou, DQ ^{[1
]}

Zheng, XM ^{[1
]}

机构：

[1] Tsinghua Univ, Sch Econ & Management, Beijing, Peoples R China

来源：

MANAGEMENT SCIENCES AND GLOBAL STRATEGIES IN THE 21ST CENTURY, VOLS 1 AND 2 | 2004年

关键词：

consumer-goods market; trust; dimensions; empirical study;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Trust in a brand is one of the key factors that play important roles in building and maintaining customer loyalty. Based on existing literature review, quail-depth interviews, focus groups and survey, this article arrives at the conclusion that trust in a brand consists of four dimensions: brand image, product quality level, brand identification and business value. At the end, this article makes some suggestions on brand management.

引用

页码：613 / 620

页数：8

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