品牌正宗性的概念及其结构维度——基于扎根理论的探索性研究

The Concept and Structural Dimension of Brand Orthodoxy--An Exploratory Research Based on Grounded Theory

利用扎根理论研究法对品牌正宗性的构成维度进行了探索性研究,并对模型进行了实证检验。研究结果显示,品牌正宗性的构成维度包括原生连续性、文化建构性、顾客联结性。其中,原生连续性包括了来源独特性、技艺继承性、传承合法性;文化建构性由理念认知性、文化俗成性、定位准确性构成;顾客联结性则由目标一致性、自我表达性、群体归属性组成。

This paper explores the dimension of brand orthodoxy by using Grounded theory,and has carried on an empirical test to the model.Results show that the dimensions of brand orthodoxy include original continuity,cultural constructiveness and customer connectedness.Original continuity includes origin uniqueness,skill succession and inheritance legality;cultural constructiveness consists of ideological cognition,cultural vulgarity and positioning accuracy;customer connectedness is composed of goal consistency,self-expression and group attribution.