品牌真实性内涵、维度及测量

发布时间：2018-04-15 16:57

本文选题：品牌 + 真实性　；参考：《商业经济研究》2016年10期

【摘要】：真实性是人的最基本需求,也成为当代市场成功的关键因素。本文以中国市场为研究对象,通过文献分析不同视角下的真实性,阐述了品牌真实性内涵;采用探索性分析,通过文献梳理和访谈提炼出品牌真实性维度,构建适合中国情境的量表,其有效性和可靠性都通过了验证;最后提出了进一步探索品牌真实性的方向与研究的目标。
[Abstract]:Authenticity is the most basic need of human beings and the key factor of the success of the contemporary market.This article takes the Chinese market as the research object, through the literature analysis under the different angle of view authenticity, elaborated the brand authenticity connotation, uses the exploratory analysis, through literature combs and the interview refines the brand authenticity dimension,The validity and reliability of the scale, which is suitable for Chinese situation, is verified. Finally, the direction and research goal of further exploring brand authenticity are put forward.
【作者单位】：营口理工学院;
【分类号】：F273.2

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