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

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.