摘要
从弱小品牌发展到强势品牌的过程实质是顾客信任程度增加的过程,探索影响品牌信任关系的因素对于品牌成长具有重要意义。研究证明,企业、顾客及交互过程是影响品牌信任关系的关键因素,通过回族老字号的调查问卷对品牌信任与影响因素的关系进行了验证,将对深入探讨品牌信任关系的影响因素,促进回族老字号品牌成长提供重要的思路。
The process from weak brands developing to strong brands serenely is the process of customer trust increases,exploring factors that influence brand trust is great significance to the brand growth. Research shows,enterprises,customers and interactive processes are key factors that affect brand trust relationships; through questionnaires of Huis old brands validated the brand trust and influential factors,for exploring brand trust relationships and promoting Huis old brands growth provide important ideas.
出处
《兰州商学院学报》
2014年第6期115-120,共6页
Journal of Lanzhou Commercial College
基金
国家自然科学基金项目"甘宁青回族老字号品牌进化路径与政策研究"(项目批准号:71162020)
关键词
回族老字号
信任关系
影响因素
Huis old brands
trust relationships
influential factors
