【作者】 王鑫；

【导师】 雷鸣；

【作者基本信息】 华南理工大学 ， 企业管理， 2014， 硕士

【摘要】 研究目标：目前在营销研究的文献中还没有关于消费者敌意、消费者民族中心主义与品牌信任之间关系的实证研究，本文旨在填补此空白，并且研究消费者敌意、消费者民族中心主义与品牌信任不同维度之间的关系，为在高消费者敌意和消费者民族中心主义水平地区营销品牌提供启示。研究设计、方法与工具：在互联网上针对大学生群体进行了问卷调查，并且使用了SPSS Statistics17.0和Amos17.0.2软件对数据进行了定量分析。研究发现：消费者敌意对品牌的善意信任有负面影响，对品牌的能力信任没有显著影响，而消费者民族中心主义同时对品牌的善意信任和能力信任有负面影响。研究创新点和价值：本文不仅首次对消费者敌意和消费者民族中心主义对品牌信任的影响进行了实证研究，并且发现了消费者敌意和消费者民族中心主义对品牌信任不同维度的影响不同，这个发现为弱化消费者敌意和消费者民族中心主义对品牌信任的负面影响提供了策略方向。更多还原

【Abstract】 Purpose: Few research has studied the relationship among consumer animosity,consumer ethnocentrism and brand trust so far. This paper aims at bridging this research gapand finding out the relationship between consumer animosity, consumer ethnocentrism anddifferent dimensions of brand trust.Design/methodology/approach: A quantitative methodology is adopted using SPSSStatistics17.0and Amos17.0.2. The data are based on a survey conducted on the internetaimed at university students.Findings: Consumer animosity had a negative effect on consumers’ trust in the brand’sintegrity and benevolence and no significant effect on the consumers’ trust in the brand’scapability and performance whilst consumer ethnocentrism had a negative effect onconsumers’ trust in the brand’s capability and performance and no significant effect on theconsumers’ trust in the brand’s integrity and benevolence.Originality/value: This paper not only for the first time made an empirical study on theimpact of consumer animosity and ethnocentrism on brand trust, but also discovered that theimpact varies depending on the dimension of brand trust. This finding can provide strategicguidance for marketing efforts that aim to weaken the negative effect of consumer animosityand ethnocentrism on brand trust.更多还原