品牌形象—品牌满意对品牌信任的影响机制分析:以诺基亚为例

Analysis of Influence of Brand Trust Based on Brand Image and Brand Satisfaction:Taking the Nokia for Example

在市场竞争的日趋激烈、市场面临更多不确定风险的情况下,建立良好的品牌形象,维持消费者对品牌的忠诚关系越发重要,而品牌信任则是维持这种关系关键因素。本文通过对成都高校在校大学生的取样调查,运用实证分析方法,从品牌形象的三个维度:品牌表现、品牌个性、公司形象对品牌信任进行研究,得到如下结论:一是感知价值、顾客满意对品牌信任有着显著的正向相关关系,相对于感知价值,顾客满意对品牌信任的影响更大;二是品牌形象的三个维度:品牌表现、品牌个性、公司形象对感知价值、顾客满意有着显著的正向相关关系,并且品牌表现的影响最大。

With the fierce competition in modern market,an enterprise needs a good brand image to attract customer＇s attention and build nice connection.The key point of the relationship is the brand trust.In this paper,according to the sampling the college students of Chengdu,from three dimensions,the brand trust is studied.It can be concluded that customer perceived value,customer satisfaction have significantly positive connection with brand trust.And customer satisfaction has much more influence on brand trust than customer perceived value.In the second hand,three dimensions of brand image have significantly positive influence on customer satisfaction and customers atisfaction.