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Study on the Effect Factors of Consumer Brand Trust

Author: NiWanYu
Tutor: ZhuJinWei
School: Jiangnan University
Course: Business management
Keywords: brand trust consumer brand promise perceived risk brand reputation brand communication
CLC: F274;F224
Type: Master's thesis
Year: 2010
Downloads: 203
Quote: 1
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Abstract


For any enterprise products brand trust are very important. They tend to prevent the negative attitude towards brand or disseminate positive messages, and incite people to buy the brands when consumers confidence the brand which in commitment to them. They insisted on buying the brand they always buy and to resist brand transfer acts because they trust it, even the brand would be a bit of a defect in a period of time, lack of competitiveness or have negative messages.To achieve the purpose of establishing brand confidence and increase brand loyalty, we need in-depth understand of factors affecting consumer confidence in the brand. Papers selected for the infant formula industry as specific research industry to find the industry’s consumer brand trust factors and wealth effect on the factors of brand trust.Paper presented the impact factors of brand trust preliminary and Preparation of measurement scale and questionnaire through reviewing on existing literature as well as the actual purchase of infant formula interviews. Then use SPSS software for data Factor analysis to consolidate of the number of influencing factors further and use regression analysis and path testing to determine the main factors of trusted brand infant milk powder industry, which are brand promise, perceived risk, brand reputation and brand communication. Impact in decreasing order is brand promise, perceived risk, brand communication and brand reputation. Paper causal model of brand trust based on the results of data analysis, and explore Mead Johnson’s and Bein Mate’s brand trust-building methods show that the proposed four main factors. Find the gap of brand trust between domestic and foreign confidence by comparing with Mead Johnson’s and Bein Mate. Based on the findings, Paper put forward brands confidence-building proposals for the domestic milk powder in the end.

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