| Consumer brand trust, a consumer perception in uncertainty or risk environment for what kindof brand is trustworthy, is one of the most critical measurements for brand relationship quality. Itscritical function on brand relationship is also widely recognized by the enterprises and researchers.The intensity of modern business competition and the development of information technology haveproduced profound effects on the consumer-brand relationship. At present, consumer’ attention onthe information about brand has been actually beyond the brand itself and extended to theenterprise which is the creator and the manager of the brand. All of the information that couldinfluence consumers’ cognition on brand relationship are collectively named "the enterprise publicinformation" in this paper.According to the related research, the enterprise public information can be gathered into threeaspects, that is the product performance information, the corporate image information and thebrand personality information. In addition, the dissemination channels and the disseminationfeatures of the enterprise public information are among the main factors influencing the consumerbrand trust. In this paper, the influences of the enterprise public information on the consumer brandtrust are researched mainly in the empirical way, that is, gathering the influencing factors of theconsumer brand trust by literature research and putting forward a series of research hypotheses firstof all, and then collecting data by a questionnaire designed properly for this research, and finallymaking empirical analysis with the collected data by reliability analysis, validity analysis,structuralequation model analysis and variance analysis. At the ending parts, the paper presents the studyresults and makes the discussion for further study.The valuable results we got were as follows:(1) At present, the consumer brand trust among college students in China is a kind ofintegrated perception to the brand that cannot be clearly divided into several dimensions. It is aone-dimensional concept instead.(2) The enterprise public information influencing the consumer brand can be divided into theproduct performance information, the corporate image information and the brand personalityinformation. The three aspects of the enterprise public information interaction on the consumer’scognition and attitude to the brand relationship, that is, the product performance information is notonly the main cause of the formation of the consumer brand satisfaction and the consumer brandtrust, but also is the foundation of the good evaluation for the corporate image information and the brand personality information. Good company image can promote the good evaluation for theconsumer brand trust, but good brand personality can’t.(3) Good word-of-mouth or advertising dissemination can’t promote the good evaluation forconsumer brand trust, in contrast, good consumer brand trust can promote the good evaluation forthe word-of-mouth or advertising dissemination. In addition, the good dissemination characteristicsof the enterprise public information can promote not only the consumer brand satisfaction but alsothe consumers brand trust.(4) The consumer brand satisfaction can be divided into three aspects, that is, the informationsatisfaction, the quality satisfaction and the overall satisfaction, and the product performanceinformation and the information dissemination characteristics are its main influencing factors.However, because of the complexity of the relationship between the consumer brand trust and theconsumer brand satisfaction and the fuzziness of consumers’ understanding on the connotation ofthe brand trust, the consumer brand satisfaction and the consumer brand trust have not an obviousrelationship.(5) The gender and the grade of the consumer don’t make the difference to the influence ofthe enterprise public information on the consumer brand trust. However, the influence varies withthe brand contact status and the computer brands. |
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