基于消费者的区域品牌资产测量量表研究

发布时间：2018-03-08 02:00

本文选题：消费者　切入点：区域品牌　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：区域品牌是产业集群发展到一定阶段的产物,随着产业集群的大范围兴起和发展,区域品牌也不断地涌现出来,成为某个地域标志性的象征。因此,进行基于消费者的区域品牌资产量表的研究,不仅是理论研究的需要,在实践中,通过此量表测试区域品牌资产的现状,可以更好地了解区域品牌的发展状况,较快地提升区域品牌的知名度和美誉度,从而推动整个产业集群的优化升级,促进区域经济快速增长。本文基于消费者的视角,采用文献研究与实证研究相结合的方法,在大量文献研究的基础上,对区域品牌资产的内涵、维度及变量间的相关关系进行系统探讨,进而构建了基于消费者的区域品牌资产测量量表。在阐述研究背景、研究意义和研究方法的同时,对基于消费者的区域品牌、品牌资产和区域品牌资产三个方面的文献进行了全面综述,并据此提出了本文对区域品牌资产概念的理解和研究思路；在充分集中和概括相关文献中现有的区域品牌资产构成维度的基础上,通过对相关维度进行内涵解释和概念比较,依据本人的研究视角和知识结构,对这些维度进行剔除和补充,从而建立了区域品牌资产的初始量表；然后运用实证研究方法,在问卷调查的基础上对量表进行实证分析,通过指标有效性分析、探索性因子分析、验证性因子分析和信度、效度分析,对不理想的指标做了进一步剔除,并对量表进行再次验证,最终构建了一个由六个维度和16个测项组成的区域品牌资产测量量表。最后,本文对基于消费者的区域品牌资产测量量表的价值和应用作出了说明,以期进一步深化区域品牌理论的研究,并为各地区域品牌实践的发展提供指导。
[Abstract]:Regional brand is the product of industrial cluster development to a certain stage. With the rise and development of industrial cluster, regional brand has emerged constantly and become a regional symbol. The research of regional brand equity scale based on consumers is not only the need of theoretical research, but also can be used to test the status quo of regional brand equity in practice, so as to better understand the development of regional brand. Promote the popularity and reputation of the regional brand quickly, thus promote the optimization and upgrading of the entire industrial cluster, and promote the rapid growth of regional economy. Based on the perspective of consumers, this paper uses the method of combining literature research and empirical research, on the basis of a large number of literature studies, the connotation, dimensions and variables of regional brand equity are systematically discussed. Then, the regional brand equity measurement scale based on consumers is constructed. The research background, significance and research methods are expounded, and the regional brand based on consumers is also discussed. The literature on brand equity and regional brand equity is summarized, and based on this, the concept of regional brand equity is understood and studied in this paper. On the basis of fully concentrating and summarizing the existing dimensions of regional brand equity in relevant literature, through the connotation explanation and concept comparison of relevant dimensions, according to my research perspective and knowledge structure, These dimensions are eliminated and supplemented, and the initial scale of regional brand equity is established. Then the empirical research method is used to analyze the scale on the basis of questionnaire, and the validity of the index is analyzed. Exploratory factor analysis, confirmatory factor analysis, reliability and validity analysis, further eliminate the unsatisfactory indexes, and verify the scale again. Finally, a regional brand equity measurement scale consisting of six dimensions and 16 items is constructed. Finally, the value and application of the consumer-based regional brand equity measurement scale are illustrated. In order to further deepen the study of regional brand theory, and provide guidance for the development of regional brand practice.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F121.3;F273.2

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