A Study on the Structural Dimensions of BtoB Brand Trust

摘要：

This paper chiefly made some research about the structural dimensions of brand trust in the market of BtoB. From the angles of the different factors which drive Brands growth and the choosing of paths for brands development, this paper suggests that BtoB brand trust should be divided into three dimensions: capacity trust, relationship trust and economical trust. Meanwhile, brands also take the three dimensions as the main methods to take development. Based on this, a measuring table of three-dimensioned brand trust was constructed in this paper, and it is tested by a sample of high-technology BtoB customer.

关键词： BtoB Brand Trust Structural Dimensions

作者: Wang Yi Wang Xingyuan Sun Ping

作者单位: School of Management, Shandong University, Jinan,P.R.China,250100

会议类型: 国际会议

会议名称: 第十四届工业工程与工程管理国际会议(The Proceedings of The 14th International Conference on Industrial Engineering and Engineering Management IE&EM2007)

会议地点: 天津

会议语种:英文

在线出版日期: 2007-10-20（万方平台首次上网日期，不代表论文的发表时间）