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

?ahin Azize; Zehir Cemal; Kitap?? Hakan

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

机译：品牌传播会增加品牌信任度吗？全球手机品牌的实证研究

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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.

机译：本研究通过品牌满意度调查品牌传播对品牌信任的影响。一项实证研究表明，一些证据表明品牌传播与品牌满意度之间存在正相关关系，而更有力的证据表明品牌满意度与品牌信任之间存在正相关关系。对这些构造和收集行为的现有研究对于解释此结果很有用。提供了对广告策略的一些暗示，并在此研究的基础上建议了进一步研究的几种途径。

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《Procedia - Social and Behavioral Sciences》 |2012年第2期|共9页
作者
?ahin Azize; Zehir Cemal; Kitap?? Hakan;
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中图分类社会科学现状及发展;
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7. Does Brand Communication Increase Brand Trust? The Empirical Research on Global Mobile Phone Brands [O] . Azize Şahin, Cemal Zehir, Hakan Kitapçı 2012

机译：品牌传播会增加品牌信任度吗？全球手机品牌的实证研究

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

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