品牌对消费者的态度与行为量表之建构摘要.PDFVIP

行論 2004 年 1 1 37-52 來 來類 量更 量量 度 量量利來 度 行兩行兩料兩 量來度行 量量論量 量 A Construction of Measurement Scales on Brand’s Attitude and Behavior toward Consumers Yau-Sheng Tsai, Sen-Kuei Liao and Po-Chou Shih National Taipei University of Technology 38 行論 Abstract In the past, most of scholars investigate into brand relationship by using consumers’ viewpoints to brand. However, there are some studies pointing out that brand relationship can be analogized by interpersonal relationship i.e., the relationship between consumers and brand is like the interpersonal relationship. Therefore, this study tries to construct a measurement scales on brand’s attitude and behavior toward consumers to supplement the past brand relationship studies only focus on consumers’ viewpoints on brand. Focusing on two famous brands, we carried out two phases data collection and data analysis. The measuring items reduce from 52 to 24. A measurement scales on brand’s attitude and behavior toward consumers is developed. The limitation of this measurement scales and future research suggestion are also discussed. Keywords: Brand, Brand relationship, Interpersonal Relationship and Construction of Measurement Scales 立念 (Keller, 2001, 2002 , 2002) 度行 Blackston (1992)了度行 更度行 度行度行量 量度行量 Keller (2002)度行量利 來類更 度行量 度 度行量利來 類