品牌竞争力生成体系研究

A Study on Forming System of Brand Competence

目前对品牌竞争力的认识及测量均存在较大的差异,产生差异的根本原因在于,没有将生成品牌竞争力的解释性变量和表现品牌竞争力的显示性变量区分开来。从消费者认知出发进行定性研究,可将生成品牌竞争力的解释性变量归纳为:品牌归属、品牌产品、品牌识别、品牌喻义、品牌人性化五个层面。

There are many differences on definitions and measuring of brand competence because many people did not differentiate the explanation variables and demonstrate variables when they explored brand competence. In this paper, the author explored the construction of brand competence （brand source, brand product, brand identity, brand symbol, brand personality） based on Depth Interview.