산업재 시장에서 조직구매자의 공급자 브랜드에 대한 신뢰 및 충성도에 관한 연구

초록

Brands are important in the consumer market. They are the interface between consumers and the company. and Consumers may develop loyalty to brands. also, The late development of industrial marketing explains the near absence of research on brand equity in business to business. With recent change, Industrial companies have shifted from a production focus to a customer focus. industrial brand is fast developing.The basic purpose of this study is to investigate industrial brand trust and loyalty affecting the result of business relationship between industrial buyers and suppliers. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics.This research presented a comprehensive constructive model consisting of components of industrial brand trust and loyalty, and then propose the research model base on prior researches and studies about relationships among components of industrial brand loyalty. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by AMOS 4.0. The results of this research analysis were as fallow. Industrial brand trust and loyalty were positively related with a number of industrial brand characteristics, supplier characteristics and buyer-brand characteristics, relationship commitment.This research newly proposed the concept of industrial brand trust and loyalty affecting the result of business relationship between industrial buyers and suppliers.

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