Study on the NonLinear Relationship Between Brand Trust and Brand Loyalty

摘要

The nonlinear relationship between brand trust and brand loyalty is analyzed by the Regression Analysis method named Curve Estimation.The findings are:(1) there is the relationship of Curve S between them,which is fit for the Boltzmann Function.(2) the relationship of Curve S also exists between reliability trust and brand loyalty,which is the same as the relationship between intension trust and brand loyalty.(3) there is an interactive effect between reliability and intension trust.The reason why the relationship of Curve S is formed is explained from the perspective of marketing.