综合门户网站品牌个性维度的模型建构研究——基于词汇联想法  

A study of constructing a model on brand personality dimensions of comprehensive portal websites

作　　者：朱磊[1] 郑爽[2] 张子民[2] 杨琰[2] 

机构地区：[1]暨南大学新闻与传播学院广告学系 [2]暨南大学新闻与传播学院

出　　处：《广告大观（理论版）》2011年第5期67-73,共7页Journal of Advertising Study

基　　金："网易新闻科研基金"研究成果

摘　　要：网站品牌是以互联网为生存空间、以互联网业务为核心的品牌。由于网络经济具有以技术和创新为基础、以消费者为中心的特点,网站品牌的个性非常有可能与传统的品牌(包括产品、企业和服务品牌)的个性有所不同。文章以国内访问量名列前茅的综合门户网站——网易、腾讯、新浪、搜狐等为研究对象,运用词汇联想法,探讨综合门户网站的品牌个性维度,并尝试建构出一个模型,以解决以下问题:传统的品牌个性理论是否适用于综合门户网站品牌?如果不适用,综合门户网站的品牌个性会有哪些维度,它们之间的关系如何?经过研究比较,传统的品牌个性维度并不适合测量国内的综合门户网站的品牌个性,参照美国著名学者JenniferL.Aaker的品牌个性维度量表,文章探索性地总结出较为适合测量国内综合门户网站品牌个性的维度量表。Website brand is a kind of brand that centers on and lives by intemet. As internet economy bases on technology, innovation and focuses on customers, the brand personality very possibly tends to be different from traditional brands, which include products, enterprises and service brand. Utilizing word association method, this paper studies some comprehensive portal sites with top visitor volumes, such as Netease, Tencent, Sina and Sohu. It discusses brand personality dimensions of the comprehensive portal site, attempting to construct a model, to solve following questions： if traditional theories of brand personality can be applied to comprehensive portal sites or not？ If not, what dimensions will the comprehensive portal sites have, and what are their relations？ After a comparative study, the traditional brand personality dimensions are not suitable for measuring the domestic comprehensive website of the brand personality. Reference to well-known American scholar Jennifer L. Aaker＇ s brand personality dimensions scale, the researchers conclude a more suitable brand personality scale for measuring the dimensions of comprehensive website

关 键 词：综合门户网站 品牌个性 维度 模型 

分 类 号：F713.8[经济管理—广告]