Study on the NonLinear Relationship Between Brand Trust and Brand Loyalty

摘要：

The nonlinear relationship between brand trust and brand loyalty is analyzed by the Regression Analysis method named Curve Estimation.The findings are:(1) there is the relationship of Curve S between them,which is fit for the Boltzmann Function.(2) the relationship of Curve S also exists between reliability trust and brand loyalty,which is the same as the relationship between intension trust and brand loyalty.(3) there is an interactive effect between reliability and intension trust.The reason why the relationship of Curve S is formed is explained from the perspective of marketing.

作者: Zhou,Zhi-min

作者单位: College of Management,Shenzhen University,Zhi-min Zhou,Shenzhen University,Shenzhen,Guangdong,P.R.China,518060

会议类型: 国际会议

会议名称: PAN-PACIFIC CONFERENCE XXVI(“战略创新、协作融合泛太平洋管理学会第26届年会)

会议地点: 深圳

会议语种:英文

页码: 395-397

在线出版日期: 2009-06-01（万方平台首次上网日期，不代表论文的发表时间）