| 广义品牌关系结构研究 |
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| 引用本文： | 周志民,卢泰宏.广义品牌关系结构研究[J].中国工业经济,2004(11):98-105. |
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| 作者姓名： | 周志民 卢泰宏 |
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| 作者单位： | 1. 深圳大学管理学院,广东,深圳,518060
2. 中山大学管理学院,广东,广州,510275 |
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| 摘 要： | 本文基于品牌要素理论和人际关系结构理论,提出一个12维的广义品牌关系假设,利用因子分析法对该假设进行规范的实证分析,获得承诺/相关度、归属/关注度、熟悉/了解度、信任/尊重度、联想/再认度等5大因子。文章最后阐述了5个因子的含义、特点、应用及研究方向。
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| 关 键 词： | 广义 品牌关系 关系评估 关系结构 因子分析 |
| 文章编号： | 1006-480X(2004)11-0098-08 |
Study of Brand Relationship Construct in Broad Sense |
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| ZHOU Zhi-min,LU Tai-hong.Study of Brand Relationship Construct in Broad Sense[J].China Industrial Economy,2004(11):98-105. |
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| Authors: | ZHOU Zhi-min LU Tai-hong |
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| Institution: | ZHOU Zhi-min1,LU Tai-hong2 |
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| Abstract: | The hypothesis of 12-dimension of broad brand relationship construct is put forward based on brand element theories and human relationship theories. The author normatively makes an empirical study with the technique of factor analysis and gets 5 factors which are commitment/connection,attachment/attention, familiarity/awareness,trust/respect, and association/recognition. The end of the article illuminates the meanings and feature of 5 factors, their applications and research directions. |
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| Keywords: | broad sense brand relationship relationship evaluation relationship construct factor analysis |
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