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品牌信任是消费品市场中建立和保持顾客忠诚的关键因素之一。本文在文献研究、深度访谈、焦点小组和问卷调查分析的基础上,得出消费者品牌信任的结构包含四个维度:品牌形象、质量水平、品牌认同度和企业价值观,并对企业的品牌管理决策提出了建议。

An Exploring Study on the Structural Dimensions of Brand Trust

Brand trust is one of the key factors that play important roles in building and maintaining customer loyalty. Based on existing literature review, personal interview, focus group and survey, this article arrives at the conclusion that brand trust consists of four dimensions: brand image, product quality, peer support and business value. At the end, this article makes some suggestions on brand management.