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The Effects of Brand Trust on the Brand Attitude, Perceived Fit and Extension Evaluation |
CHAI Jun-Wu |
University of Electronic Science and Technology, Chengdu, China |
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Abstract How the brand trust influences the brand attitude, perceived fit and extension evaluation was studied through analyzing 278 effective samples. Results show that the brand attitude and perceived fit have positive effects on the extension evaluation and they are effected by the brand trust as an agent. The relation between the perceived fit and the extension evaluation is also moderated by the brand trust.
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Received: 16 October 2006
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