| Acknowledgements | 第1-5页 |
| Abstract(Chinese) | 第5-6页 |
| Abstract(English) | 第6-10页 |
| Introduction | 第10-17页 |
| Purpose | 第11-13页 |
| Brief Literature Review | 第13-15页 |
| Significance | 第15-16页 |
| Definitions of Terms | 第16-17页 |
| Chapter Ⅰ Review of the Literature on Trust | 第17-23页 |
| ·Theory of Trust in China | 第17-21页 |
| ·Theory of Trust in Ancient China | 第18-19页 |
| ·Theory of Trust in Modern China | 第19-21页 |
| ·Western Theory of Trust | 第21-23页 |
| Chapter Ⅱ An Overview of Brand and Branding Strategy | 第23-32页 |
| ·What Is Brand All About? | 第23-29页 |
| ·Definition of Brand | 第24-25页 |
| ·Negative Comments on Brand | 第25-27页 |
| ·Functions of Brand | 第27-28页 |
| ·Brand and Trademark | 第28-29页 |
| ·Brand Strategy:Definition and Significance | 第29-32页 |
| Chapter Ⅲ Analyses of Damages Caused by and Reasons for Breach of Trust Principle | 第32-47页 |
| ·Types of Breaches of Trust and Case Studies | 第32-37页 |
| ·Breaches of Trust at the Production Stage | 第32-34页 |
| ·Breaches of Trust at the Marketing Stage | 第34-36页 |
| ·Breaches of Trust at the After-sate Services Stage | 第36-37页 |
| ·Damages Caused by Breaches of Trust | 第37-44页 |
| ·Damages to Individual Consumer | 第38-41页 |
| ·Damages to Enterprises | 第41-43页 |
| ·Damages to Economy and Society | 第43-44页 |
| ·Reasons for Breach of Trust | 第44-47页 |
| ·Social and Economic Factors | 第44-45页 |
| ·Enterprises' Responsibility for Their Lack-of-Trust Behavior | 第45-46页 |
| ·Individuals to Blame | 第46-47页 |
| Chapter Ⅳ Building a Trust Brand System | 第47-65页 |
| ·Factors Influencing Corporate Trustworthiness | 第47-53页 |
| ·Uncontrollable Factors | 第48-49页 |
| ·Controllable Factors | 第49-53页 |
| ·A Model for the Building of a Trust Brand | 第53-63页 |
| ·TheProduction Triangle | 第55-57页 |
| ·ThePublicizing Triangle | 第57-59页 |
| ·The Actual Selling Triangle | 第59-60页 |
| ·The After-sales Services Triangle | 第60-61页 |
| ·Caring for Every Employee | 第61-62页 |
| ·The Importance of Training in Trust | 第62-63页 |
| ·Relationship with the Mass Media and Public Opinions | 第63-65页 |
| Chapter Ⅴ Conclusion and Suggestions | 第65-69页 |
| ·Conclusion | 第65-67页 |
| ·Limitations and Suggestions for Further Studies | 第67-69页 |
| Bibliography | 第69-73页 |
| 指导教师评语 | 第73页 |
