用心理学概念诠释消费者品牌信任的形成

Interpretation for Formation of Consumer Brand Trust by Psychology Concept

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。消费者只有对品牌信任才会对企业忠诚。消费者在形成品牌信任的过程中,各种在心理学名词基础上衍生出的概念如品牌感知、品牌态度、品牌情感和品牌人格等是品牌信任形成的基石、保证、纽带及内化。企业可针对品牌信任形成的每一环节实行有针对性的品牌管理。

The brand trust is, under the risk situation, that the consumer produces the will of accepting the brand based on the positive expectation of the brand quality, behavior intention and its ability of fulfilling promise. Only when the consumer trusts the brand would he be loyal to the enterprise. In the process of the consumer forming the brand trust, various concepts, derived from the psychology nouns, such as brand perception, brand attitude, brand emotion and brand personality, are the cornerstone, guarantee,tie and internalization of the brand trust＇s formation. The enterprise can carry out the pointed brand management aiming at each link of the brand trust＇s formation.