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Based on the perceived value of the brand image - Customer Satisfaction - Brand Trust impact mechanism

Author: AnXiaoMing
Tutor: MiaoWeiYa
School: University of Electronic Science and Technology
Course: Business management
Keywords: Brand image Perceived Value Customer Satisfaction Brand Trust
CLC: F274;F224
Type: Master's thesis
Year: 2010
Downloads: 694
Quote: 5
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Important intangible asset as a corporate brand , which can shorten the consumer buying process and reduce risk, we can improve the competitiveness of their products , to extend the product life cycle , for enterprises to bring higher profit margins. In short , the modern enterprise competition is the brand competition. Brand image as a brand important concepts of the theory of consumer buying behavior has a significant impact , the research has been a hot field of marketing . Findings from the existing literature on brand image and brand trust mechanism of the influence is not a lot , this article attempts to analyze the brand image and perceived value - customer satisfaction - the brand trusted system relationship , clarifying the brand image as the dependent variable on the perceived value - customer Satisfaction - brand Trust complex relationship between various factors affecting the path . In the relevant literature review , based on the borrowed Guan Hui ( 2008 ) proposed three dimensions of brand image structure theory, establish the brand image - perceived value - customer satisfaction - the impact of brand trust model, and the relationship between the variables proposed path the underlying assumptions . To college students , graduate students for the survey of 141 valid questionnaires were statistically analyzed using analysis software SPSS13.0 and AMOS6.0 scientific soundness of model building and model reveals the relationship between the variables , derived mainly conclusions are as follows : 1, the brand image of three dimensions: brand performance , brand personality, the company's image on perceived value, customer satisfaction has a significant positive correlation , and the greatest impact on brand performance , brand personality, according to the company 's image . 2 , perceived value , customer satisfaction, trust in the brand has a significant positive correlation between the relative perceived value , customer satisfaction, a greater impact on the brand trust . 3 , customer satisfaction on perceived value has a significant positive correlation between high customer satisfaction to be able to bring a higher perceived value . 4 , three dimensions of brand image are displayed on the positive correlation between brand trust , empirical studies show that trust in the brand brand performance has a significant positive effect , while the brand personality, brand trust company image on the positive correlation was not significant.

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