Does Brand Communication Increase Brand Trust? The Empirical Research on Global Mobile Phone Brands

被引：7

作者：

Azize, Sahin ^{[1
]}

Cemal, Zehir ^{[2
]}

Hakan, Kitapci ^{[2
]}

机构：

[1] BRANDCOMM Brand Commun Network, TR-34752 Istanbul, Turkey

[2] Gebze Inst Technol, Gebze, Turkey

来源：

8TH INTERNATIONAL STRATEGIC MANAGEMENT CONFERENCE | 2012年 / 58卷

关键词：

Brand communication; brand satisfaction; brand trust; SATISFACTION;

D O I：

10.1016/j.sbspro.2012.09.1120

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

This research investigates the effects of brand communication on brand trust through brand satisfaction. An empirical study shows some evidence of a positive relationship between brand communication and brand satisfaction, and stronger evidence of a positive relationship between brand satisfaction and brand trust. Existing research on these constructs and collecting behaviour is useful in explaining this result. Some implications for advertising strategy are provided and several avenues for further research are suggested to build on this study. (C) 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of 8th International Strategic Management

引用

页码：1361 / 1369

页数：9

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