品牌价值构成因素的实证研究

摘要

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。%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 SPSS 15.0 and AMOS7.0, which confirms the effectiveness of the Six -factor model of brand value .