战略视角下的公司品牌研究:一个量表的开发

The Research of Corporate Brand from the Strategic Perspective:A Measurement Scale Development

公司品牌是品牌研究领域中的一个重要课题。现有的少量实证研究大多是基于消费者视角研究公司品牌对消费者的评价、态度或购买倾向的影响。而公司品牌不仅仅是面向消费者,还需要考虑其他利益相关者,因此基于战略视角研究公司品牌十分重要。文章提出公司品牌的9个维度,基于此,文章通过问项发展、数据收集、问项纯化、信度检验和效度检验,开发与检验了一套包含8个维度、27个问项的公司品牌形象测量量表(CBS)。与现有同类量表相比,CBS更为全面与稳定,为进一步从公司整体层面上来开展公司品牌的实证研究奠定了基础。

Corporate brand is an important topic in brand research.The few existing empirical researches are mostly focus on corporate brand' s impact on consumer' s evaluation,attitude,or purchase intention from the consumer perspective.But corporate brand is not only geared to the needs of consumers,other stakeholders also need to be considered.Consequently,it is very important to study corporate brand from the strategic perspective,so nine dimensions of corporate brand are proposed in this paper.And based on this,through items development,data collection,items purification,reliability analysis,and validity analysis,a set of Corporate Brand Scale(CBS),which consists of eight dimensions and 27 items is developed and validated.Compared with the related existing scales,the CBS is more comprehensive and stable,suggesting that this scale paves the way for further empirical researches on corporate brand from the overall level of corporate.