摘要
品牌信任就是在风险情境下,消费者基于对品牌品质、行为意向及其履行承诺的能力的正面预期而产生的认可该品牌的意愿。品牌信任结构问题存在“一维”、“二维”和“三维”之争。品牌信任与多种因素存在着互动关系。有关品牌信任的前因后果有待进行整合研究,从而探讨品牌信任对品牌绩效的作用机制。
Brand trust is defined as the willingness of the consumer to approve of the brand in face of risk on the basis of the consumer＇s positive expectation of brand quality, behavior intentions and the brand＇s commitment to its stated functions. There is an argument over ＂one dimension＂, ＂two dimensions＂ and ＂three dimensions＂ in the structure of brand trust. Interactions can exist between brand trust and its many influencing factors. An integrated research into the cause and effect of brand trust is required to understand brand trust＇s mechanism in brand performance.
出处
《心理科学》
CSSCI
CSCD
北大核心
2007年第2期434-437,共4页
Journal of Psychological Science
基金
国家自然科学基金(70571031)
中国博士后科学基金(2005038432)资助
关键词
品牌信任
风险
品牌绩效
brand trust, risk, brand performance
