品牌似人视角下品牌自信的结构与测量

The Structure and Measurement of Brand Confidence from the Perspective of Animism

品牌似人理论认为,物体是有生命的,并且有意志,品牌也可以有生命特征,具有类似生命的品质。品牌自信的树立和呈现,是企业展示品牌实力,赢得消费者认可必不可少的。论文基于深度访谈法,并运用扎根理论,对品牌似人视角下品牌自信的概念和维度进行了质性研究,同时运用探索性和验证性因子分析方法,研究开发了品牌似人视角下品牌自信测量量表,具体包含品牌能力自信、品牌品质自信、品牌形象自信、品牌行为自信以及品牌思想自信5个维度共15个测量题项,该量表具有良好的信度和效度。本研究结果为品牌自信后续相关研究提供了研究基础,同时也为品牌管理实践提供了品牌自信测量工具。

Animism theory believes that objects are alive and have will,so brands can also have life characteristics and qualities of the life.It is essential to establish and present brand confidence for enterprises to show their brand strength and win the recognition of consumers.Based on the method of in-depth interview and the application of grounded theory,this paper conducts a qualitative research on the concept and dimension of brand confidence from the perspective of animism.At the same time,the exploratory and confirmatory factor analysis method is used to develop the brand confidence measurement scale from the perspective of animism.The study shows that brand confidence includes five dimensions,namely, brand ability confidence,brand quality confidence,brand image confidence,brand behavior confidence and brand thought confidence,and can be measured by 15 items.The scale has good reliability and validity.The paper has made a foundation for the subsequent research of brand confidence,and also provided tools for brand managers in practice.