An Exploratory Research on the Dimensions of Brand Trust

Abstract

Nowadays, the competition of global market is fierce, how to establish and maintain a long-term relationship of trust with consumers is the key to success for enterprises and their brand. This paper uses qualitative research methods, combining theoretical research with grounded theory, systematically reviewed relevant literature at home and abroad recently on trust and brand trust, and then collected primary data to explore the structural dimensions of brand trust. Finally, this paper proposes a conceptual model of brand trust. These conclusions make up for the shortcomings of existing theories and systematically explored the dimensions of brand trust; it provided meaningful basis for both theoretical research and practical guidance of constructing brand trust.