摘要
本文基于品牌要素理论和人际关系结构理论,提出一个12维的广义品牌关系假设,利用因子分析法对该假设进行规范的实证分析,获得承诺/相关度、归属/关注度、熟悉/了解度、信任/尊重度、联想/再认度等5大因子。文章最后阐述了5个因子的含义、特点、应用及研究方向。
The hypothesis of 12-dimension of broad brand relationship construct is put forward based on brand element theories and human relationship theories. The author normatively makes an empirical study with the technique of factor analysis and gets 5 factors which are commitment/connection,attachment/attention, familiarity/awareness,trust/respect, and association/recognition. The end of the article illuminates the meanings and feature of 5 factors, their applications and research directions.
出处
《中国工业经济》
CSSCI
北大核心
2004年第11期98-105,共8页
China Industrial Economics
关键词
广义
品牌关系
关系评估
关系结构
因子分析
broad sense
brand relationship
relationship evaluation
relationship construct
factor analysis
