| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 93 === This study employed the man luxury-good industry as an example to investigate the relationship among the different shared value, perceived support of customer and brand image, brand trust and consciousness risk. In addition, we investigated the effect of brand trust and consciousness risk to brand value. We employed a quota sampling method, which divided four sub-areas in Taipei city.
According to the results of the recursive system, shared value, perceived support of customer and brand image had significant influences to brand trust and consciousness risk. Instead of having the direct influence to brand value, brand trust and consciousness risk had the direct influence to brand value. Beside, by the moderating mechanism of the bran value, the effect of brand trust and consciousness risk would be stronger.
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