试论高校品牌价值观的维度结构  

Analysis on Dimensions Structure of University Brand Values

作　　者：资雪琴[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《东华大学学报（自然科学版）》2015年第1期119-124,共6页Journal of Donghua University(Natural Science)

摘　　要：以质性研究的范式,选择了17名访谈对象,采用深度访谈的方法收集资料,运用扎根理论并采用质性分析软件Nvivo 8.0对访谈资料进行编码,得到高校品牌价值观的5个维度,即品牌价值理念、品牌价值取向、品牌价值准则、品牌价值目标和组织文化协同.通过文献研究和深度访谈设计品牌价值观调查问卷,并运用SPSS 13.0和LISREL 8.80等统计软件,对问卷进行了探索性和验证性因素分析,剖析了品牌价值观的维度结构并对其进行表征.This paper selects 17 interviewees and uses the general procedures of Grounded Theory Approach to collect data and change them into electronic texts,later coded by the qualitative analysis software of Nvivo 8.0,through the method of depth interview,preliminarily producing 5relational codes of brand values which are idea of brand values,orientation of brand values,principles of brand values,objectives of brand values and organization cultural identity.After the research on references and depth interview to design brand values scale,in order to analyze and characterize the dimensional structure of university brand values,it employs statistic software such as SPSS 13.0and LISREL 8.80 to carry out an analysis towards exploratory factors and verifiable factors.

关 键 词：高校 品牌价值观 维度结构 

分 类 号：C939[经济管理—管理学]