基于消费者视阈的区域品牌形象量表开发与检验

Development and Test of Place Brand Image Scale Based on Consumer Perspective

以原产国形象等理论为基础,遵循量表开发流程,提出区域品牌形象构成维度,开发出具有较高质量的基于消费者视阈的区域品牌形象量表。该量表包括区域经济形象、区域自然形象、区域产业形象和区域企业形象4个维度,共13个题项,信度和效度较好,填补了区域品牌形象实证研究缺口。实证检验验证了区域品牌形象量表信效度属性,而且证实国与国间产地线索推广到同一国家不同地理区域产地线索上也存在光环效应。

Based on the theories like country of origin image,and following the process of scale development,this paper puts forward the dimensions of place brand image and develops high quality place brand image scale.The scale includes four dimensions of place economic image,place natural image,place industrial image and place enterprise image,with 13 items.The scale has good reliability and validity,which fills the gap of empirical measurement of place brand image.The empirical test verifies the reliability and validity of the place brand image scale,and proofs the halo effect of origin in different geographical regions of the same country.