"Hanging Tau Sell Horse Meat", How Can People Trust In Europe?-measuring Regional Brand Trust

Since scholars proposed regional brands from the1990s, brand researcherscaused a common concern about regional brands with corporate brand managers.Building regional brand and consumer trust not only becomes an important area ofbrand management research, but also is regarded as an important guarantee ofbusiness to cluster development. With the continuous development of regional brandresearch, regional brand trust research and its development gradually changes from astatic to dynamic trends. Regional brand trust with its dynamic characteristicsbecomes more and more exposed in an increasingly competitive market environment.Although many scholars at home and abroad have been launched from differentresearch angles in the field of regional brand and have explained regional brand theory.However,"hanging Tau sell horse meat" Event scandal shocked the whole of Europeand the whole world through the media in2013,"hanging Tau sell horse meat" Eventscandal not only hit the consumer’s stomach, but also shook consumer confidence ofthe European regional brand. Therefore, building and maintaining regional brand trustwas mentioned extraordinary height. Academics need to answer what is a regionalbrand trust? What dimensions is included in regional brand trust structureconnotations? How to regain people’s confidence of trusted regions, such as Europe?Thus, this paper based on the dynamic characteristics of the regional brand trustexplored in order to promote the development of the theory and provide managementimplications for regional brand.This paper uses qualitative research methods to obtain first-hand informationabout regional brand trust through semi-open interviews, and then analyzes the datastrictly in accordance with grounded theory research process. The study choosesdomestic consumers as the research object. First the author converses depthinterviews with consumers and collect secondary data through the network survey, inorder to ensure the richness of the original data, then based on grounded theoryresearch process encode data with three phases. The study has refined a total of34 major concepts and12categories. And the research clarifies the relationship betweenthe concepts and categories.The paper exploratory developed a four dimensional regional brand trustconceptual model with12constituted factors and its measurement scale throughGrounded Theory coding and statistical data analysis software, and then empiricallytested the validity and applicability of the model. Through statistical analysis of theresults show that the regional brand trust model contains four dimensions, which areregional products trustworthiness, regional enterprises trustworthiness, regionalculture trustworthiness and regional legal trustworthiness. Among them, regionalproducts trustworthiness generated by the product quality, product cost, productpersonality, product reputation and product certification, regional enterprisestrustworthiness generated by the enterprise capabilities, enterprise responsibility andenterprise integrity, regional culture trustworthiness generated by vulgar concept ofintegrity and sharing cultural values, regional legal trustworthiness generated bynormative legal and rigor regulation.The paper proves a multidimensional high-level structure of regional brand trustthrough empirical testing. It scientifically reveals the core meaning of regional brandtrust and its measurement scale. It helps more systematic understanding of thestructure connotation of regional brand trust, providing a new perspective and furtherexpanding the content area, as well as create a regional brand trust by government orbusiness (industry) and provide the basis for scientific development guide toenterprises (industry).