品牌关系质量本土化模型的建立与验证

Brand Relationship Quality: The Establishment and Validation of an Indigenous Model in China

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。

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.