CAJ | 학술논문

近年来品牌价值理论已成为学术界关注的热点问题，但是关于品牌价值内涵、构成因素等基本问题至今为止尚未得到解决。通过相关文献回顾与专家访谈相结合的方法。本文提出了品牌价值构成的六因素模型，包括功能价值、服务价值、情感价值、社会价值、成本价值和创新价值，开发出品牌价值测量量表，并利用SPSS15.0和AMOS7．0对品牌价值的构成因素进行检验，证实了品牌价值构成六因素模型的有效性。
근년래품패개치이론이성위학술계관주적열점문제，단시관우품패개치내함、구성인소등기본문제지금위지상미득도해결。통과상관문헌회고여전가방담상결합적방법。본문제출료품패개치구성적륙인소모형，포괄공능개치、복무개치、정감개치、사회개치、성본개치화창신개치，개발출품패개치측량량표，병이용SPSS15.0화AMOS7．0대품패개치적구성인소진행검험，증실료품패개치구성륙인소모형적유효성。
In recent years, the brand value theory has become a hot issue of academia. But so far, some basic questions such as the connotations and constitute factors of brand value have not yet been resolved. By reviewing the relevant litera- ture and combining with expert interviews, this article proposes the Six - factor model of brand value, including function- al value, service value, emotional value, social value, cost value and innovation value, and develops brand value meas- urement scale, and then tests the constituent elements of the brand value with SPSS15.0 and AMOS7.0, which confirms the effectiveness of the Six - factor model of brand value.