媒体品牌资产量表的建构与检验

Construction and Verification of the Scale of Media Brand Equity

为确定媒体品牌资产的内涵并建立在各媒体类型中通用可靠的媒体资产量表,研究采用问卷调查法收集受众对所建构测量项目的认知与评价后,通过对数据的验证性因子分析检验量表的适确性.研究结果显示:媒体品牌资产由品牌忠诚、主观质量、品牌意识/联想三个维度组成,具体指标包括对媒体的优先选择性、第一选择性、忠诚倾向、整体质量评价、同类媒体质量比较、标识回忆易度、熟悉度、内容了解程度和特征联想强度;以上量表在三种媒体类型(电视、报纸、网络)中都适用.

The main purpose of this study is to verify the definition of media brand equity, then to construct the reliable scale in various types of media. This study used the questionnaire survey to gather the audiences＇ evaluation of the measuring items,and utilized the confirmatory factor analysis to test the reliability of the scale. The result showed： The media brand equity includes three dimensions, that are brand loyalty （preference, the first choice, loyalty inclination）, perceived quality （overall quality is high, quality is better than competitors）, brand awareness/association （ease of recalling symbols, familiarness, knowing well about content, strength of association）. The scale is tenable in three media types （television, newspaper,and network）.