Study Of The Mechanism Of Copporate Brand Association Driving Customer Trust

With competition increasing, the differernce between products and services have been diluted, the development of market economy make customers get more promotion on the cognitive ability when select products and services, take more attention to the company which providing products or services is what a kind of enterprise, and attach importance on the higher overall image increasingly. As the whole establishing direct relationship with customers, the total brand has been attachen by academic and business. "Corporate brands association" as a final set of brand, help the company make diffierence in the large number of competitors, produce particular imagination in customers, and the company's cognitive status from customers directly affected customers to buy products and intentions. Good company brand has become the overall corporate strategy for sustainabling an important source on competitiveness .In this view, we hachle the research related to corporate brand,analyse the brand identifying and corporate image and other related concepts ,and defined the implications and dimension of the "company" brand. on this basis, establish the model of a corporate brand association driving the customer trust, explores the driving mechanism of the company brands association driving the trust,and solute the promble of the blur on the corporate brand'concept and lock of the study of those relationship brand and customer. This research verify and fixed the theory model by empirical studies of the questionnaire approach.Apply spss13 7.0 analysis tool to the statistical analysis om the survey of the basic data, the test results indicate that the institute with a questionnaire is credible and valid. Then by structure equation model, use the lisrel8. 70 analysis software to test the establishing theory model and research each potential relationship between variables, and propose to make the analysis of the model correct, and then test the driving mechanism about a corporate brand association driving the trust.Through research and analysis, we get three achievement of the research: 1)corporate brand association with the various dimensions has a significant direct action to the customer trust, but the forces is differencet; 2) corporate brand association with all dimensions will drive the customer trust through the intermediary variables "customer satisfaction" and "brand reputation"; 3)"customer satisfaction" and "brand reputation " process different roles in the progress about corporate brand association'dimensions driving the customer trust.