|
Abstract Facing the trust crisis of food brand caused by frequent food safety incidents at home and abroad, how to improve consumers’ trust in food brand or help an unknown food brand obtain consumers’ trust has recently received extensive attention. Previous studies have shown that product information has obvious effect upon food brand trust, but systematic and in-depth study is still insufficient. Based on existing theories and research results, this paper further defines the meaning of food brand trust, creatively uses brand alliance as one way to increase brand information and puts forward a promotion mechanism model for food brand trust with increasing brand information as the core. By choosing an unknown food brand implementing different forms of brand alliance as stimuli, and comparing the differences in brand trust of food product under different forms of alliances, we examine the facts which will influence food brand trust and explore several methods for improving consumers’ trust i
|
|
Received: 17 September 2010
|
|
Corresponding Authors:
Lu Juan
|
|
|
|
2011, Vol. 1 
浙公网安备 33011802000512号