品牌关系型态之本土化研究

品牌关系型态研究有互动论、角色论和交换论等三个视角.本研究从交换论的视角切入,在分析和借鉴中国人际关系型态研究成果的基础上,提出中国的品牌关系型态可以结合关系过程和关系基础两个维度来进行创新.本研究假设存在既有工具、交往工具、既有情感、交往情感等四类品牌关系,并通过一系列的实证研究步骤,利用EFA和CFA验证了这四种型态的存在.文章最后讨论了成果特色、营销应用、研究局限性和未来方向.

The Research on Brand Relationship Types in China

There are three perspectives in the research on brand rela- tionship types,which are theories of interaction,role and exchange. From the perspective of exchange,this research is based on the theo- retical findings of Chinese interpersonal relationship types and puts forward two dimensions of relationship process and relationship ba- sis,which can be,used in the research of Chinese brand relationship types.Four brand relationship types are hypothesized to be existed, which include assumed tool relationship,exchanged tool relationship, assumed emotion relationship and exchanged emotion relationship. A series of empirical research methods including EFA and CFA are used to certify the existing of four types.The research findings can provide a tool and a perspective for measurement and positioning of brand relationship.The research features,limitations and directions are discussed in the end.