| 品牌代言人可信度特质模型的建立与验证 |
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| 引用本文： | 孙晓强. 品牌代言人可信度特质模型的建立与验证[J]. 经济管理, 2008, 0(Z3) |
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| 作者姓名： | 孙晓强 |
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| 作者单位： | 云南财经大学旅游管理学院; |
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| 摘 要： | 对品牌代言人的可信度特质的测量,是对品牌代言人展开理论研究和实践评价的基础。本文通过定性的手段发展测项,进行了跨样本的探索性因子分析,通过模型发展策略对模型进行修正,进行了模型的恒等性检验。实证结果表明,该测量模型由名气声望、产品关联和可信赖性三大因子组成,具有良好的信度和效度。本文最后阐述了各个因子的含义和管理应用。
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| 关 键 词： | 品牌代言人 可信度 因子分析 测量模型 |
Foundation and Confirmation of the Source Credibility Model of Brand Endorser |
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| SUN Xiao-qiang. Foundation and Confirmation of the Source Credibility Model of Brand Endorser[J]. Economic Management, 2008, 0(Z3) |
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| Authors: | SUN Xiao-qiang |
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| Affiliation: | SUN Xiao-qiang (Yunnan University of Finance , Economics,Kunming,Yunnan,650221,China) |
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| Abstract: | Measurement to Source Credibility of brand endorser is the base of theory research and ap- praisement in the field of brand endorser.First,the author develops items through qualitative method and carries out cross-sample EFA.Second,the author modifies the model through model developing strategy and tests the model invariance.The result indicates that the measurement model constructed of fame, product correlation and reliability has good validity and reliability.At the end of the thesis,the author ex- pounds... |
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| Keywords: | brand endorser reliability factor analysis measurement model |
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