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浅析消费者品牌信任 被引量:1

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摘要 文章阐述影响消费者品牌信任的因素,并提出建立消费者品牌信任的途径是强化品牌的内在质量,提高顾客满意度,降低品牌的可感知风险,提升品牌的经济价值,树立品牌良好的声誉。
作者 罗雪梅
出处 《沿海企业与科技》 2008年第12期61-63,共3页 Coastal Enterprises and Science & Technology
关键词 消费者 品牌 信任
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二级参考文献25

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  • 3Moorman, C, Zahman, G and R Deshpande,1992, "Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations" ,Journal of Marketing Research, 29, 314-328.
  • 4Moorman, C, Deshpande, R, and Zahman, G. 1993, "Factors Affecting Trust in Market Research Relationships", Journal of Marketing, 57, page 81-101.
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  • 7Mayer, R C; Davis, J H; and Schoorman, F D. 1995, "'An Integrative Model of Organizational Trust",Academy of Management Review,20, 3,709-734.
  • 8McKnight, D Harrison, Cummings, L L, Chervany,N L.1998, "Initial Trust Formation in New Organizational Relationships", Academy of Management Review,Vol. 23, No. 3, page 473-490.
  • 9Rousseau, D M, Sitkin, S B, Burt, R S, Camrer, C. 1998,"Not so Different After All: A Cross Discipline View of Trust",Academy of Management Review,Vol. 23, No. 3, pp., 393-404.
  • 10Ali,Haider and Sue Birley,1998,"The Role of Trust in the Marketing Activities of Entrepreneurs Establishing New Ventures", Journal of Marketing Management,14, 749-763.

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