基于关系互动的品牌资产概念、维度与量表开发

基于消费者－品牌关系视角的品牌资产研究代表了品牌资产研究的新阶段，但目前还缺乏具有良好理论基础的测量模型和量表。以社会心理学人际关系发展理论为基础，界定基于关系互动的品牌资产概念和维度，建立测量模型；在系统分析已有研究的基础上，结合焦点小组访谈，开展大规模问卷调研，开发基于关系互动的品牌资产测量量表，利用信度分析、探索性因子分析和验证性因子分析方法对量表信度和效度进行检验。研究结果表明，基于关系互动的品牌资产量表具有良好的信度、内容效度、收敛效度和判别效度，该量表包含品牌个性、品牌互惠、品牌礼遇、关系地位和关系能量5个维度。研究结果为后续的实证研究提供了测量基础，同时也为品牌管理者提供了品牌资产评估工具。

Relationship Interaction-based Brand Equity:Concept, Dimensions and Scale Development

Research on brand equity from the perspectives of consumer-brand relationship has been developed as well as received more and more attention of scholars, and represents a new probe of brand equity study. However, the lack of the research model based on theoretical integration and consistency in current academic circles leads to failure of seizing anthropomorphic characteristics and interactive nature of the brand and consumer interaction, and developing the satisfactory measurement scale of brand equity from consumer-brand relationship perspective. Considering this, this paper carried out research on measurement scale of relationship interaction-based brand equity to improve currently applied measurement scale. On the basis of interpersonal relationship development theory of social psychology, this study initially defines the concept of relationship interaction-based brand equity. Then it extracts its dimensions based on a systematic analysis and reference of brand equity and brand relationship literature so as to have the measurement model established. Scale development in this research strictly follows the scientific norms, including five stages: literature review, focus group interviews, expert screening, pre-testing and formal verification. By reliability analysis, exploratory factor analysis and confirmatory factor analysis, this paper tests the reliability and validity of scale. The results show that the relationship interaction-based brand equity measurement scale has good reliability, content validity, convergent validity and discriminant validity. This scale consists of 18 items, and includes five dimensions, namely brand personality, brand reciprocity, brand courtesy, relationship stature and relationship energy. This research results, to some extent, integrate the brand equity and brand relationship theory into a unified theoretical framework and disclose a new perspective for the brand equity research in the future. Brand equity dimensions defined in this study reveal the structure of brand equity from consumer-brand relationship perspective. This study also lays the foundation for further research on the factors affecting brand equity from consumer-brand relationship perspective, and the relationship between brand equity and competitive advantage, financial performance and other performance indicators. The results provide the measurement foundation for future empirical research in the field of brand equity and brand relationships. In addition, the relationship interaction-based brand equity scale also provides a measurement tool for enterprise practitioner to launch brand audit and brand tracking, and carry out the brand dynamic monitoring on the entire industry.