The Research On The Relationship Of The Brandreputation Brand Trust And Brand Loyalty Of Chinese Fast-Food Restaurant

Nowadays, the world has entered the competition era of brand internationalization. As a new household international language, international brands break the culture barriers, and attract global consumers with their unique glamour. With the process of brand internationalization, products become homogeneous and consumers are more sensible in their product purchase. Therefore, they are paying more attention to issue out of the product itself when they take purchasing decisions, and the reputation of a brand is one of items which arrest their eyes.Firstly, this paper reviewed some of the major studies about brand reputation. With the theory of brand trust and brand loyalty, this paper discusses some major brand reputation factors in the snack industry. Apart from this, it also explains the relationship between brand reputation, brand trust and brand loyalty.Research has received 320 questionnaires to process statistic analysis including description analysis, correlation analysis, regression analysis, and ANOVA. The valuable results we got were as followed:1. According to the factor analysis about the fast-food restaurant, the attribute of fast-food restaurants can be measured by six dimensions. They are product image, service image, operation image, community iamge, store image and staff image.2. The statistical variables of consumers do not have significant difference to the dimensions of fast-food restaurant except store image and community image.3. The statistical variables of consumers do not have significant difference to brand reputation, brand trust, but have significant difference to brand loyalty.4. Among the measured dimensions of fast-food restaurants, the product image, service image, operation image, community iamge have significant influence to brand reputation, but the store image and staff image have not.5. The brand reputation of fast-food restaurants has significant impact on brand trust and brand loyalty, and the brand trust also has significant influence to brand loyalty.6. The Brand trust has the media influence between brand reputation and brand loyalty.