品牌似人视角下品牌自信的结构与测量
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摘要
品牌似人理论认为,物体是有生命的,并且有意志,品牌也可以有生命特征,具有类似生命的品质。品牌自信的树立和呈现,是企业展示品牌实力,赢得消费者认可必不可少的。论文基于深度访谈法,并运用扎根理论,对品牌似人视角下品牌自信的概念和维度进行了质性研究,同时运用探索性和验证性因子分析方法,研究开发了品牌似人视角下品牌自信测量量表,具体包含品牌能力自信、品牌品质自信、品牌形象自信、品牌行为自信以及品牌思想自信5个维度共15个测量题项,该量表具有良好的信度和效度。本研究结果为品牌自信后续相关研究提供了研究基础,同时也为品牌管理实践提供了品牌自信测量工具。
Animism theory believes that objects are alive and have will,so brands can also have life characteristics and qualities of the life.It is essential to establish and present brand confidence for enterprises to show their brand strength and win the recognition of consumers.Based on the method of in-depth interview and the application of grounded theory,this paper conducts a qualitative research on the concept and dimension of brand confidence from the perspective of animism.At the same time,the exploratory and confirmatory factor analysis method is used to develop the brand confidence measurement scale from the perspective of animism.The study shows that brand confidence includes five dimensions,namely, brand ability confidence,brand quality confidence,brand image confidence,brand behavior confidence and brand thought confidence,and can be measured by 15 items.The scale has good reliability and validity.The paper has made a foundation for the subsequent research of brand confidence,and also provided tools for brand managers in practice.
Animism theory believes that objects are alive and have will,so brands can also have life characteristics and qualities of the life.It is essential to establish and present brand confidence for enterprises to show their brand strength and win the recognition of consumers.Based on the method of in-depth interview and the application of grounded theory,this paper conducts a qualitative research on the concept and dimension of brand confidence from the perspective of animism.At the same time,the exploratory and confirmatory factor analysis method is used to develop the brand confidence measurement scale from the perspective of animism.The study shows that brand confidence includes five dimensions,namely, brand ability confidence,brand quality confidence,brand image confidence,brand behavior confidence and brand thought confidence,and can be measured by 15 items.The scale has good reliability and validity.The paper has made a foundation for the subsequent research of brand confidence,and also provided tools for brand managers in practice.
引文
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[2] Kickul,J.,F.Wilson,D.Marlino,et al.Are misalignments of perceptions and self-efficacy causing gender gaps in entrepreneurial intentions among our nation's teens?[J].Journal of Small Business & Enterprise Development,2008(2).
[3] Wilson,F.,J.Kickul,D.G.Marlino.Entrepreneurial self-efficacy,and entrepreneurial career intentions:Implications for entrepreneurship education[J].Entrepreneurship Theory and Practice,2007(3).
[4] Min,H.H.,K.C.Lee.Exploring the role of self-confidence,need-for-cognition,and the degree of IT support on individual creativity:Multilevel analysis approach[J].Current Psychology,2017(10).
[5] Adelmann,P.K.Occupational complexity,control,and personal income:Their relation to psychological well-being in men and women[J].Journal of Applied Psychology,1987(4).
[6] Bearden,W.O.,D.M.Hardesty,R.L.Rose.Consumer self-confidence:Refinements in conceptualization and measurement[J].Journal of Consumer Research,2001(1).
[7] 袁婧.消费者观察倾向及其影响因素研究[D].杭州:浙江财经学院硕士学位论文,2010.
[8] Aaker,D.Building Strong Brands[M].New York:The Free Press,1996.
[9] 黄胜兵,卢泰宏.品牌个性维度的本土化研究[J].南开管理评论,2003(1).
[10]Tenya,N.B.,A.Ramirez-Serrano,R.Kuzyk,et al.Understanding how children understand robots:Perceived animisim in child-robot interaction[J].Human-Computer Studies,2011(69).
[11]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006(3).
[12]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).
[13]陈增祥,杨光玉.哪种品牌拟人化形象更受偏爱——归属需要的调节效应及边界[J].南开管理评论,2017(3).
[14]汪涛,谢志鹏,崔楠.和品牌聊聊天——拟人化沟通对消费者品牌态度影响[J].心理学报,2014(7).
[15]王新刚,张琴.品牌摆架子行为对消费者购买意愿的影响[J].经济管理,2018(6).
[16]Fournier,S.Consumers and their brands:Developing relationship theory in consumer research[J].Journal of Consumer Research,1998(4).
[17]Keller,K.L.Conceptualizing,measuring and managing customer-based brand equity[J].Journal of Marketing,1993(1).
[18]Aaker,J.L.Dimensions of brand personality[J].Journal of Marketing Research,1997(3).
[19]Coopersmith,S.The Antecedents of Self-Esteem[M].New York:W.H.Freeman and Co.,1967.
[20]Jackson,M.R.Self-esteem and Meaning:A Life-Historical Investigation[M].New York:New York State University Press,1984.
[21]车丽萍.自信的概念、特征及影响因素[J].宁波大学学报(教育科学版),2001(6).
[22]黄希庭.人格心理学[M].台北:华东书局,1998.
[23]车丽萍.自信的概念、心理机制与功能研究[J].西南师范大学学报(人文社会科学版),2002(2).
[24]Rosenberg,M.Society and the Adolescent Self-Image[M].Princeton:Princeton University Press,1965.
[25]毕重增.自信人格理论的建构[D].西安:西南大学博士学位论文,2006.
[26]Chen,R.,Y.T.Yan,L.C.Chen,et al.A study of the correlation between self-confidence and professional achievement of designers[A].International Scientific Committee.The Fifth International Muti-conference on Engineering and Technology Innovation Conferences[C].Taiwan:MATEC Web of Conferences,2017-10-27.
[27]Stankov,L.,J.D.Crawford.Self-confidence and performance on tests of cognitive abilities[J].Intelligence,1997(2).
[28]Pallier,G.,R.Wilkinson,V.Danthiir,et al.Individual differences in the realism of confidence judgments[J].Journal of General Psychology,2002(3).
[29]Geoffrion,R.,T.Lee,J.Singer.Validating a self-confidence scale for surgical trainees[J].Journal of obstetrics and gynaecology Canada,2013(4).
[30]Pirinsky,C.Confidence and economic attitudes[J].Journal of Economic Behavior & Organization,2013(4).
[31]汪涛,周玲,周南,等.来源国形象是如何形成的?——基于美、印消费者评价和合理性理论视角的扎根研究[J].管理世界,2012(3).
[32]Gleaser,B.G.,A.L.Strauss.The Discovery of Grounded Theory:Strategies for Qualitative Research[M].Chicago:Aldine Publishing Company,1967.
[33]Janice,M.,N.S.Phyllis,M.C.Juliet,et al.Developing Grounded Theory:The Second Generation[M].City of Walnut Creek:Left Coast Press,2009.
[34]Guilford,J.P.,B.Fruchter.Fundamental statistics in psychology and statistics[J].Educational Researcher,1979(5).
[35]陈晓萍,徐淑英,樊景立.组织与管理研究的实证方法[M].北京:北京大学出版社,2008.
[36]Fornell,C.,D.F.Larcker.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981(1).
[37]陈向明.社会科学中的定性研究方法[J].中国社会科学,1996(6).