Brand Reputation, Brand Trust And Brand Loyalty Study

Nowadays, the world has entered the competition era of brand internationalization. As a new household international language, international brands break the culture barriers, and attract global consumers with their unique glamour. With the process of brand internationalization, products become homogeneious and consumers are more sensable in their product purchace. Therefore, they are paying more attention to issues out of the product itself when they take purchasing decisions, and the reputation of a brand is one of items which arrest their eyes.Firstly, this paper reviewed some of the major studies about brand reputation. With the theory of brand trust and brand loyalty, this paper discusses same major brand reputation factors in the mobilephone industry. Apart from this, it also explains the relationship between brand reputation, brand trust and brand loyalty. A questionnaire and a structural equation model were later introduced to explore the final model. The valueable results we got were as followed:(1) This paper confirmed the fact that brand reputation really exists. Compared with corporate reputation which was the overall estimation of a firm by its stakeholders, brand reputation is mainly about the consumers. Results showed brand reputation could improve customers' perceived quality and strengthened consumers' confidence in product purchace.(2) In mobilephone industry, this paper found that brand's product performance, market performance, brand image, brand advertisement and public relations have significant influence on brand reputation, but brand's service performance and consumer's familiarity of the brand had litter influence on brand reputation.(3) With the investigation, this paper also shows a good brand reputation included such five issues: high status, good prestige, well-knownness, popularity, high esteemness. In addition to which, this paper considered that brand trust is composed of brand reliability and brand intention, and the brand loyalty were composed of attitude loyalty and behavior loyalty.(4) The results told us that brand reputation had a significant influence on brand trust, the same on brand trust and brand loyalty. But brand reputation could not affect brand loyalty directly; brand reputation could have an effect upon brand loyalty only via brand trust. It means that brand trust has the media influence between brand reputation and brand loyalty.(5) In mobilephone industry, the consumers' uniqueness and the brand...