| 国货老品牌的信任机制研究 |
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| 引用本文： | 王静一.国货老品牌的信任机制研究[J].广东商学院学报,2011,26(1):38-44. |
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| 作者姓名： | 王静一 |
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| 作者单位： | 广东商学院,工商管理学院,广东,广州,510320 |
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| 基金项目： | 国家教育部哲学社会科学研究重大课题攻关项目 |
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| 摘 要： | 面对国内市场出现的国货老品牌的回归潮,研究老品牌的信任机制对于促进其可持续发展意义重大.结合相关理论和消费者访谈结果,构建国货老品牌信任的影响机制模型,分析结果表明:怀旧、消费者民族中心主义和市场中品牌负面事件感知通过感知诚实友善影响老品牌信任;传统型产品感知通过感知能力影响老品牌信任;品牌长寿性和消费者品牌经验同时通...
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| 关 键 词： | 国货老品牌 品牌信任 信任机制 感知能力 感知诚实友善 |
On Trust Mechanism of National Old Brands |
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| WANG Jing-yi.On Trust Mechanism of National Old Brands[J].Journal of Guangdong Business College,2011,26(1):38-44. |
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| Authors: | WANG Jing-yi |
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| Institution: | WANG Jing-yi(School of Business Administration,Guangdong University of Business Studies,Guangzhou 510320,China) |
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| Abstract: | Many national old brands are observed to return in recent years. A study of the trust mechanism of old brand has great significance in promoting the sustainable development of the old brand. Based on the relative theories and consumer interview,this paper explores the construction of influence mechanism of consumer's trust on old brands. The findings indicate that nostalgia,consumer ethnocentrism and negative events perception about brands in the market will influence brand trust through perceived benevolen... |
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| Keywords: | national old brands brand trust trust mechanism perceived ability perceived benevolence and integrity |
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