基于关系互动的绿色品牌权益测量维度构建  

作　　者：李娟[1] 孙习祥[1] 程斌武[1] 

机构地区：[1]武汉理工大学管理学院

出　　处：《企业经济》2018年第5期14-20,共7页Enterprise Economy

基　　金：国家自然科学基金项目"零部件企业切入国际产业链的能力与路径动态耦合---组织营销视角"(项目编号:71172042);武汉理工大学自主创新基金项目"基于地域文化的区域品牌认同研究"(项目编号:2012-IB-092)

摘　　要：本文以消费者-品牌关系的理论为基础,从消费者与绿色品牌关系互动的视角切入,构建了基于关系互动的绿色品牌权益的测量维度,包含绿色品牌形象、绿色品牌互惠、绿色品牌依恋、绿色品牌信任和绿色品牌满意5个维度。通过系统梳理已有成果,利用探索性因子分析和验证性因子分析法对量表信度和效度进行了检验。研究结果表明,基于关系互动的绿色品牌权益测量量表具有良好的信度和效度。最后,提出在绿色品牌与消费者互动前期应塑造良好的绿色品牌形象,吸引消费者对绿色品牌的关注;互动中期应优化绿色品牌沟通,凸显绿色感知价值,激发消费者的兴趣和热情;互动后期应增强绿色品牌黏性,强化绿色品牌积极认知,提升消费者的情感联结。Based on the theory of consumer-brand relationship and from the perspective of the interaction between consumer and green brands, this paper developed a measurement dimension of green brand equity, containing five dimensions, namely green brand image, green brand reciprocity, green brand attachment, green brand trust and green brand satisfaction. Through literature analysis and massive questionnaire investigation, this paper employed exploratory factor analysis and confirmatory factor analysis to test reliability and validity of the scale. Results showed that interaction-based green brand equity measurement scale has good reliability and validity. Finally, it proposed that, in the early stage of the interaction between green brand and consumers, we should create a good green brand image to attract consumers＂ attention to green brand; in the middle stage of the interaction, we should optimize the communication of green brand, highlight the value of green perception and stimulate the interest and enthusiasm of consumers; in the later stage of the interaction, we should strengthen the stickiness of green brand, strengthen the positive cognition of green brand, and enhance the emotional connection of consumers.

关 键 词：关系互动 绿色品牌权益 消费者-绿色品牌关系 测量维度 

分 类 号：F205[经济管理—国民经济]