Cause and Effect among Brand Image Management, Brand Trust and Brand Value: A Study of the Cosmetics Industry

This study adopted the concept of customer relationship management to investigate the cause and effect among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship and brand value. This study used the Linear Structural Relation Model (LISREL) to test the causal relationship among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand...