区域品牌视阈下的企业品牌正宗性测度

The Measure of Brand Orthodoxy in the View of Regional Brand

随着市场竞争日趋激烈,产品质量和技术差异日益缩小,且技术、价格等竞争手段易为对手所模仿。而树立品牌正宗性形象,有助于企业打造独特的竞争力。在梳理相关文献的基础上,通过定性研究与定量研究相结合,对品牌正宗性进行探索性研究,结果显示:对品牌正宗性的测量可从品牌历史合法性、品牌历史传承性、品牌社会合法性及品牌价值观等4个维度来进行。因此应通过打造企业品牌的正宗性形象,提高消费者对该品牌的忠诚度。

As market competition becomes increasingly intense,the gaps of product quality and technology between agents are narrowing. At the same time,some competitive means like technology and price can be easily imitated by counterparts. Consequently,it will help firms build distinctive competitiveness through brand orthodoxy. Based on literature review,the paper makes an exploratory study on brand orthodoxy by qualitative and quantitative researches. The results show that brand orthodoxy can be measured by four dimensions,such as historical legitimacy,historical heritage,social legitimacy,and brand value. Therefore,firms can enhance consumer loyalty through improving the image of brand orthodoxy.