中华老字号品牌遗产评估体系研究  

A Study of the Evaluation System of China's Time-Honored Brand Heritage

作　　者：唐建生[1] 郭金蔓 马向阳[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《太原理工大学学报（社会科学版）》2016年第6期28-33,共6页Journal of Taiyuan University of Technology(Social Science Edition)

基　　金：国家自然科学基金项目(71272149);教育部人文社科一般项目(11YJA630076)

摘　　要：文章将品牌遗产理论引入到中华老字号品牌资产管理中,首次构建基于中国情境的老字号品牌遗产评价指标体系,从品牌的历史文化、核心价值、质量承诺和长寿4个维度,确定了由13个指标组成的用于测量品牌遗产的量表,探索性因子分析和验证性因子分析的结果表明,该量表具有较好的信度和效度,从而为中华老字号品牌资产管理提供了新的评估视角。Introducing the theory of brand heritage into the asset management of China＇s timehonored brands,this paper for the first time establishes the evaluation index system of time-honored brand heritage based on China＇s context,and sets the measuring scale consisting of 13 indexes for gauging brand heritage from the 4dimensions of the brand＇s historical culture,core value,quality commitment and longevity.The results of the exploratory and confirmatory factor analysis indicate that with its relatively good reliability and validity,the scale provides new evaluation perspectives for the asset management of China＇s time-honored brands.

关 键 词：中华老字号 品牌遗产 品牌资产 指标体系 

分 类 号：F274[经济管理—企业管理]