品牌关系三维结构的实证研究

品牌关系评估问题的本质是品牌关系结构的确定。现有研究大多缺乏理论基础和实证支持,从而导致结构不完备和不稳定。从跨学科的角度,基于人际关系结构理论可以提出品牌关系三维结构假设。一个规范的实证研究被用来验证该假设,实证步骤包括测项发展、受试行业与品牌选择、数据收集、测项纯化、因子分析、因子命名、信度效度检验。研究结论表明,品牌关系由认知、情感、忠诚三个维度构成。

An Empirical Study of the Three Dimensions in the Relationship between Brands

The assessment of the relationship between brands is determined by how to define the dimensions of such relationship. Most present studies concerned lack sound theoretical basis and empirical support. From cross-disciplinary perspectives, this paper puts forward a hypothesis about the three dimensions in the relationship between brands on the basis of interpersonal communication theories. Then an empirical study is conducted to test the hypothesis. The result shows that the relationship between brands is best explained by three dimensions: cognitive understanding, emotion and loyalty.