儒家缘分关系视角下品牌资产量表开发与验证

Development and Verification of Brand Equity Scale under the Perspective of Confucian Yuanfen Relationship

基于消费者—品牌关系的品牌资产(R BBE)模型构建和测量是近二十年来品牌管理领域研究的核心课题。由于东西方文化差异巨大,开展我国儒家文化背景下基于关系的品牌资产研究就显得十分必要和紧迫。本研究首先对中国儒家缘分关系视角下的品牌资产维度进行探索,得出了5个特有的品牌资产测量维度。接着用扎根理论进行量表开发,用因子分析提纯量表,并用信效度分析检验量表,验证了量表的有效性。本研究的理论贡献在于,首次得出儒家缘分关系视角下的品牌资产测量维度,通过开发与验证形成了基于儒家缘分关系的品牌资产量表。

The construction and measurement of brand equity model based on consumer-brand relationship(RBBE) has been a core subject of brand management research in the past decades. The huge gap between the eastern and western culture makes the research of relationship-based brand equity under the context of Chinese Confucian culture an essential and urgent task. We first try to find out the brand equity dimension under the perspective of Chinese Confucian relationship, and gain 5 unique brand equity measurement dimensions. Then a scale is developed by the Grounded Theory, solidified by the factor analysis, and verified by the reliability analysis. The theoretical contribution of this study lies in its initiate success in obtaining the dimensions of brand equity measurement under the perspective of Confucian Yuanfen relationship and gaining a scale on this basis after development and verification.