Volume 3, Number 1 (2019)
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Home > Journals > SCIREA Journal of Management > Archive > Paper Information

Influence of Travel Enterprise Public Welfare Marketing and Brand Attitude on Brand Trust

Volume 3, Issue 1, February 2019    |    PP. 1-17    |PDF (303 K)|    Pub. Date: March 23, 2019
90 Downloads     582 Views  

Author(s)
You-Yu Dai, Associate Professor at the Department of Tourism Management, International Business School, Shandong Jiaotong University, China.
Qianru Qin, Lecturer at Department of Economics and Trade Management, Zhengzhou Institute of Technology, China.
Shuming Ma, Postdoctoral research at Harvard University, U.S.A.

Abstract
Brand trust is one of the ways that enterprises do to influence consumers' attitude towards their own brand, while public service marketing can effectively show the positive image of enterprises, to improve consumers' high trust in enterprises or their products. This paper uses a variety of research methods to carry out this study, The statistics reveals that:(1) Public welfare promotes its positive effect on brand attitudes, brand trust; (2) Social marketing has positive impact on consumer attitudes towards brand awareness and brand trust; (3) Consumer awareness of their products (services) relates positively to brand awareness, attitude and attitudes; (4) Welfare marketing has positive relationship with consumer brand awareness, brand attitudes and brand trust; (5) Brand awareness attitude and emotional attitude are correlated positively to increase consumers’ confidence to brand. The results show that most consumers have a relatively high brand trust in the enterprises that use public service marketing. Combined with the previous research done by scholars finally combined with the actual situation to put forward corresponding management and suggestions for enterprises.

Keywords
public marketing; brand attitude; brand trust

Cite this paper
You-Yu Dai, Qianru Qin, Shuming Ma, Influence of Travel Enterprise Public Welfare Marketing and Brand Attitude on Brand Trust, SCIREA Journal of Management. Vol. 3 , No. 1 , 2019 , pp. 1 - 17 .

References

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