The Effect of External Cues on the Consumer's Brand Trust for Agricultural Regional Brands:The Mediating Role of Ritualization of Consumer
Taking the Ningxia wolfberry as an example,The paper tries to explore the external clues of the agricultural regional brand on how to affect the consumer brand trust,with the ritualization of consumer as the moderate variable and the self-monitors as the mediate variable through empirical research.The main conclusions are as follows:external cues have a positive effect on the ritualization of consumer,and self-monitors positively moderates the relationship of them;ritualization of consumer which has a positive effect on the consumer's brand trust for agricultural regional brand plays a mediating role between external cues and brand trust.
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