文章基本信息

标题：How to measure brand relationship quality?
本地全文：下载
作者：Zhimin Zhou
期刊名称：Frontiers of Business Research in China
印刷版ISSN：1673-7326
电子版ISSN：1673-7431
出版年度：2007
卷号：1
期号：2
页码：300-318
DOI：10.1007/s11782-007-0017-9
出版社：Higher Education Press, co-published with Springer-Verlag GmbH
摘要：The aim of this research is to develop a new evaluation approach based on a brand relationship index model (BRI model), which includes a three stage study on the indicator system; indicator weight; and indicator integration. Based on brand identity theory and interpersonal relationship theory, four-brand relationship participants and three-brand relationship natures are put forward to make up a hypothesis of twelve-dimension brand relationships. Through a series of empirical studies based on exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), a five-dimension structure of brand relationships is obtained, which is the basis of the indicator system. Indicator weight is calculated by the normalization of path coefficients derived from a second order factor analysis of the five dimensions. Indicator integration is based on the Weighted Sum method. Based on these three ingredients, the brand relationship index (BRI) model is developed. According to analysis of data on ten mobile phone brands, the BRI model is tested.
关键词：brand relationships; relationship quality; relationship evaluation; index model