老字号品牌个性、认同与忠诚——个性量表开发与评价

发布时间：2018-06-17 17:59

本文选题：老字号 + 品牌个性　；参考：《财经论丛》2013年04期

【摘要】：品牌个性是老字号长期品牌管理研究的重要内容,但老字号品牌个性量表及其与消费者态度和行为之间关系的研究却仍是空白。研究通过归纳法生成老字号个性词汇,利用探索性因子分析开发老字号品牌个性量表,在中国文化背景下将其维度阐释为雅、智、德、淳、古。在文献回顾的基础上构建老字号个性感知与消费者个性认同以及品牌忠诚关系的结构模型,并在实证分析的基础上验证它们之间的关系。最后提出对策和未来研究建议。
[Abstract]:Brand personality is an important part of the long-term brand management, but the research on the relationship between brand personality scale and consumer attitude and behavior is still blank. This paper studies the generation of old brand personality vocabulary by induction and the development of brand personality scale by exploratory factor analysis. Under the background of Chinese culture, the author interprets its dimensions as elegant, intelligent, virtuous, pure and ancient. On the basis of literature review, this paper constructs a structural model of the relationship between established brand personality perception, consumer personality identity and brand loyalty, and verifies the relationship between them on the basis of empirical analysis. Finally, the countermeasures and future research suggestions are put forward.
【作者单位】：安徽财经大学工商管理学院;上海财经大学国际工商管理学院;华东师范大学品牌文化与公共关系研究中心;
【基金】：国家自然科学基金资助项目(71172145) 国家社会科学基金青年资助项目(12CGL044) 上海财经大学国家课题后续研究资助项目(2012110366)
【分类号】：F273.2

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