品牌关系质量本土化模型的建立与验证

华东师范大学学报(哲学社会科学版) ›› 2006, Vol. 38 ›› Issue (3): 100-106.

品牌关系质量本土化模型的建立与验证

何佳讯

华东师范大学商学院，上海 200062

收稿日期:2006-03-15 出版日期:2006-05-15 发布日期:2006-05-30
作者简介:何佳讯（1969-），男，上海崇明人，华东师范大学商学院副教授、中山大学中国营销研究中心研究员、博士

Brand Relationship Quality: The Establishment and Validation of an Indigenous Model in China

Jia-xun HE

Business School, East China Normal University, Shanghai 200062, China

Received:2006-03-15 Online:2006-05-15 Published:2006-05-30

摘要/Abstract

摘要：

基于顾客的品牌资产测量已成为品牌资产研究的核心和关键课题。目前在国际学术界已形成认知心理和社会心理两大研究视角。后者还处于新兴阶段, 在国内亦是如此。因此, 从中国本土社会心理出发建立消费者—品牌关系质量概念模型, 并通过实证研究发展测量量表, 具有很大的理论和应用价值。测量量表由6个构面组成, 即社会价值表达、信任、相互依赖、承诺、真有与应有之情、自我概念联结, 并具有良好的信度和效度, 由此可以揭示在中国社会文化背景中消费者与品牌关系的特别之处。

关键词: 品牌资产, 品牌关系质量, 量表开发, 测量模型

Abstract:

Customer-based brand equity measurement is regarded as a very important issue in brand equity research field.There are basically two approaches to brand equity measurement, the cognitive and the social-psychological.The latter is just emerging, and little research has been done in the Chinese context.This article presents an empirical study which develops and validates a measurement model of consumer-brand relationship quality based upon Chinese indigenous social-psychology.The model is defined and revised as a six-faceted syndrome, including social value expression, trust, interdependence, real and assumed emotions, commitment, and self-concept connection.The theoretical and practical implications of the study are discussed at last.

Key words: brand equity, brand relationship quality, scale development, measurement model.

中图分类号:

F713.5

何佳讯. 品牌关系质量本土化模型的建立与验证[J]. 华东师范大学学报(哲学社会科学版), 2006, 38(3): 100-106.

Jia-xun HE. Brand Relationship Quality: The Establishment and Validation of an Indigenous Model in China[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2006, 38(3): 100-106.

图/表 2

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