品牌资产的反应——构成型比较测量研究

Research on Compare Brand Equity with Reflective and Constructive Model

品牌资产构念的测量过程中学术界存在争论,通过文献的梳理发现其争议点主要体现在品牌资产构成维度数量、维度间关系和测量量表三个方面,造成争议点的根源是品牌资产构念界定中使用的测量方法的不同。通过归纳和梳理主要是应用统计学中反应-构成型两类测量模型,比较两种模型测量品牌资产构念的优劣,并指出在现有品牌资产构念实证研究中存在两个模型误用的现象。通过对两类模型特点的深入理解,进一步验证了现阶段采纳反应型模型测量品牌资产构念更为合理。

Brand equity is an important construct about issue on brand management.Whilst its measurement tools is no uniform style in academia,which the number of dimensions on brand equity constitutes and independence between the various dimensions and there is a dispute hinder the further study.Different points of view are from different connotation understanding of brand equity,and therefore to clarify the connotation of the brand equity is a breakthrough to resolve the dispute.Academic debates on the construct of brand equity are summarized and classfied,based on the characteristics of two types of reflective and formative measurement model including compareing the two models from theoretical and empirical measurement of brand equity constructs.However,little has been discussed on its measurement models due to the complexity.In this paper,two models are presented for both pros and cons,which analyzes brand equity ins and outs,based on a theoretical study.The experimental results show that our method is easier to implement.Finally,further more,adopting a reflective model to measure brand equity is more reasonable,whic can be ualidoaed by an deep understanding of the two models.