| 品牌关系质量本土化模型的建立与验证 |
| |
| 引用本文： | 何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006,38(3):100-106. |
| |
| 作者姓名： | 何佳讯 |
| |
| 作者单位： | 华东师范大学,商学院,上海,200062 |
| |
| 摘 要： | 基于顾客的品牌资产测量已成为品牌资产研究的核心和关键课题.目前在国际学术界已形成认知心理和社会心理两大研究视角.后者还处于新兴阶段,在国内亦是如此.因此,从中国本土社会心理出发建立消费者-品牌关系质量概念模型,并通过实证研究发展测量量表,具有很大的理论和应用价值.测量量表由6个构面组成,即社会价值表达、信任、相互依赖、承诺、真有与应有之情、自我概念联结,并具有良好的信度和效度,由此可以揭示在中国社会文化背景中消费者与品牌关系的特别之处.
|
| 关 键 词： | 品牌资产 品牌关系质量 量表开发 测量模型 |
| 文章编号： | 1000-5579（2006）03-0100-07 |
| 收稿时间： | 2006-03-15 |
| 修稿时间： | 2006-03-15 |
Brand Relationship Quality: The Establishment and Validation of an Indigenous Model in China |
| |
| HE Jia-xun.Brand Relationship Quality: The Establishment and Validation of an Indigenous Model in China[J].Journal of East China Normal University :Philosophy and Social Sciences Edition,2006,38(3):100-106. |
| |
| Authors: | HE Jia-xun |
| |
| Institution: | Business School, East China Normal University, Shanghai 200062, China |
| |
| Abstract: | Customer- based brand equity measurement is regarded as a very important issue in brand equity research field. There are basically two approaches to brand equity, measurement, the cognitive and the social - psychological. The latter is just emerging, and little research has been done in the Chinese context. This article presents an empirical study which develops and validates a measurement model of consumer - brand relationship quality based upon Chinese indigenous social - psychology. The model is defined and revised as a six- faceted syndrome, including social value expression, trust, interdependence, real and assumed emotions, commitment, and self- concept connection. The theoretical and practical implications of the study are discussed at last. |
| |
| Keywords: | brand equity brand relationship quality scale development measurement model |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
| 点击此处可从《华东师范大学学报(哲学社会科学版)》浏览原始摘要信息 |
| 点击此处可从《华东师范大学学报(哲学社会科学版)》下载免费的PDF全文 |
|
