一个品牌信任模型的开发与验证被引量：8

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摘要本文提出了一个品牌信任模型,并使用LISREL方法对模型进行了实证分析。研究结果表明:(1)品牌满意较品牌形象对品牌信任的形成更为重要;(2)品牌满意和品牌形象对品牌忠诚的作用主要通过品牌信任间接实现;(3)可信赖性比友善性对品牌忠诚的驱动力更大。

作者霍映宝韩之俊

机构地区南京理工大学经济管理学院

出处《经济管理》 CSSCI 北大核心 2004年第18期21-27,共7页 Business and Management Journal ( BMJ )

基金江苏省统计科研基金资助项目(2003-B007) 江苏省质量技术监督局项目"江苏省质量指数体系构建研究"

关键词品牌满意品牌形象品牌信任品牌忠诚

分类号 F274 [经济管理—企业管理]

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参考文献14

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