品牌文化测量工具的开发及其信效度检验

Development and Validity Test of Brand Culture Scale Based on Chinese Consumers

随着市场经济的日益完善,品牌之间的竞争已由单纯的质量、服务上升到了文化内涵层面。尽管越来越多的学者和企业已关注到了品牌文化的重要作用,但是目前多数对于品牌文化的相关研究还停留在理论描述的定性研究阶段。本文基于品牌文化的金字塔模型严谨地开发了品牌文化构念的测量工具。通过初测和复测,验证型因子分析结果显示品牌文化由四个维度组成,即企业文化、产品服务、品牌声誉、品牌归属。我们还运用EQS和SPSS等统计软件对品牌文化测量工具进行了检验,证实其具有良好的信度和效度。本文的理论贡献在于首次系统开发并形成了关于品牌文化的量表,从而实现品牌文化的定量测量。

According to the development of market-oriented economy, there are more and more academic researchers as well as managers paying attention to brand culture.However, little empirical study about brand culture has been found in the previous literature.In order to fill up this gap, we developed a brand culture scale so that brand culture can be measured quantitatively.Grounded theory approach was conducted in order to explore multiple dimensions of brand culture from the Chinese consumers＇ perspective.Specifically, we conducted 32 in-depth interviews and four focus groups.According to the results of content analysis, four key dimensions （corporate culture, quality and service, brand reputation and brand belonging） are identified and can be organized into the pyramid model of brand culture.Using content coding and stepwise coding that adopted from prior literature, the information abstracted from the interviews and focus groups can be formulated into 85 items.Based on the pretest with 96 subjects, 48 items were remained from 85 original items according to exploratory factor analysis and face validity.In addition, two hundred and forty participants participated in our main test and 18 items were deleted because of low or double loadings.Hence, the final scale included 30 items, classified into four factors：corporate culture, quality and service, brand reputation and brand belonging, which accounted for 49.3% of total variance and the Cronbach＇s alpha of each factor was higher than 0.80.Besides, we also use EQS and SPSS to test the reliability （internal consistency and split reliability） and validity （face validity, convergent validity and discriminate validity） of the four-dimension scale.The results of confirmatory factor analysis indicated that four factor structure had the best fitness （χ2=752.112, df=399, χ2/df=1.88, RMSEA=0.060.1, CFI=0.938）.The findings of our paper is the basis of further quantitative research into brand culture and can serves as an inspiration for marketing practices.