品牌印象结构及其测量研究

Research on the Structure of Brand Impression and Its Measurement

品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。在文献研究和关键事件访谈的基础上,通过筛选条目、形成初步问卷、预测验和正式测验等程序,经探索性因素分析和验证性因素分析,重测信度、聚合效度、辨别效度、法则效度和效标关联效度等检验,发现全方位的品牌印象由品牌质量印象、品牌传播印象、品牌服务印象和品牌价格印象等四个维度构成。用于测量品牌印象的多维量表、各维单项目量表和单项目量表均具有较好的信度和效度。

Brand impression is defined as a part or overall effect of brand in consumer＇ s mind based on his or her perception and experience of the brand information. Chinese citizen＇ s brand impression has been investigated by using the methods of Behavioral Event Interview and questionnaire. With a multi - step study to develop and validate a multidimensional brand impression scale, the empirical results indicate that the structure of brand impression includes four factors such as brand quality impression, brand communication impression, brand service impression and brand price impression. Multi - step psychometric tests demonstrate that the brand impression multidimensional scale which includes 15 items is reliable and valid,the scale of single item for every dimension and the scale of single item ate also.