CAJ | 학술논문

基于消费者－品牌关系视角的品牌资产研究代表了品牌资产研究的新阶段，但目前还缺乏具有良好理论基础的测量模型和量表。以社会心理学人际关系发展理论为基础，界定基于关系互动的品牌资产概念和维度，建立测量模型；在系统分析已有研究的基础上，结合焦点小组访谈，开展大规模问卷调研，开发基于关系互动的品牌资产测量量表，利用信度分析、探索性因子分析和验证性因子分析方法对量表信度和效度进行检验。研究结果表明，基于关系互动的品牌资产量表具有良好的信度、内容效度、收敛效度和判别效度，该量表包含品牌个性、品牌互惠、品牌礼遇、关系地位和关系能量5个维度。研究结果为后续的实证研究提供了测量基础，同时也为品牌管理者提供了品牌资产评估工具。
기우소비자－품패관계시각적품패자산연구대표료품패자산연구적신계단，단목전환결핍구유량호이론기출적측량모형화량표。이사회심이학인제관계발전이론위기출，계정기우관계호동적품패자산개념화유도，건립측량모형；재계통분석이유연구적기출상，결합초점소조방담，개전대규모문권조연，개발기우관계호동적품패자산측량량표，이용신도분석、탐색성인자분석화험증성인자분석방법대량표신도화효도진행검험。연구결과표명，기우관계호동적품패자산량표구유량호적신도、내용효도、수렴효도화판별효도，해량표포함품패개성、품패호혜、품패례우、관계지위화관계능량5개유도。연구결과위후속적실증연구제공료측량기출，동시야위품패관리자제공료품패자산평고공구。
Research on brand equity from the perspectives of consumer-brand relationship has been developed as well as received more and more attention of scholars , and represents a new probe of brand equity study .However, the lack of the research model based on theoretical integration and consistency in current academic circles leads to failure of seizing anthropomorphic characteris -tics and interactive nature of the brand and consumer interaction , and developing the satisfactory measurement scale of brand eq-uity from consumer-brand relationship perspective . Considering this , this paper carried out research on measurement scale of relationship interaction -based brand equity to improve currently applied measurement scale .On the basis of interpersonal relationship development theory of social psychology , this study initially defines the concept of relationship interaction-based brand equity .Then it extracts its dimensions based on a sys-tematic analysis and reference of brand equity and brand relationship literature so as to have the measurement model established . Scale development in this research strictly follows the scientific norms , including five stages:literature review , focus group inter-views, expert screening , pre-testing and formal verification .By reliability analysis , exploratory factor analysis and confirmatory factor analysis , this paper tests the reliability and validity of scale .The results show that the relationship interaction-based brand equity measurement scale has good reliability , content validity , convergent validity and discriminant validity .This scale consists of 18 items, and includes five dimensions , namely brand personality , brand reciprocity , brand courtesy , relationship stature and relationship energy . This research results , to some extent , integrate the brand equity and brand relationship theory into a unified theoretical framework and disclose a new perspective for the brand equity research in the future .Brand equity dimensions defined in this study reveal the structure of brand equity from consumer-brand relationship perspective .This study also lays the foundation for further re-search on the factors affecting brand equity from consumer-brand relationship perspective , and the relationship between brand eq-uity and competitive advantage , financial performance and other performance indicators .The results provide the measurement foundation for future empirical research in the field of brand equity and brand relationships .In addition, the relationship interac-tion-based brand equity scale also provides a measurement tool for enterprise practitioner to launch brand audit and brand track -ing, and carry out the brand dynamic monitoring on the entire industry .