Based On The Perceived Value Of The Brand Image - Customer Satisfaction - The Brand Trust Affects The Mechanism

Brand, as an important intangible asset of a Enterprise, can shorten consumer's buying process ,reduce the purchase risk,improve the conpetitiveness of products and prolong product life cycles. In short, the competition of modern business is the competition between brands.Brand image exert an significant impact on consumer behavior for it is an important concept in the theory, and it is traditionally the research focus in the fields of marketing. From the existing research, the research about mechanism of the brand image and brand trust is relatively few. This article attempts to analyze the relevance of brand image, perception, customer satisfaction and brand trust.In this paper, the Author refer to the three-dimension construction model of brand image theory put forward by guan-hui literature(2008),establish the model among brand image,Perceived value,customer satisfaction,brand trust,explore the relationship of the four variables. After a mass of interview and questionnaire surveys through the major on campus students,we get 141 valid surveys. Using SPSS13.0 and AMOS6.0, most of hypothesis in the model were proved.The Conclusion demonstrate the interrelation of factors. The conclusions in this paper are as follows:1,Three dimensions of brand image: brand performance, brand personality, corporate image have significant poositive effect on perceived value and customer satisfaction.2,Perceived value, customer satisfaction have significant positive impact on brand trust.3,Customer satisfaction has a significant positive effect on the perceived value, higher customer satisfaction can bring the customer perceived value.4,The empirical research show that all three dimensions of brand image have a positive effect on brand trust. the positive relation between Performance brand and brand trust is Significant,while brand personality an corporate image is not Significant.