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題 名 | The Scale Development of Brand Psychological Ownership=品牌心理擁有感之量表發展 |
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作 者 | 江旭新; 張愛華; 韓志翔; | 書刊名 | 行銷科學學報 |
卷 期 | 11:2 2015.10[民104.10] |
頁 次 | 頁115-147 |
分類號 | 494.201317 |
關鍵詞 | 品牌心理擁有感; 量表發展; Brand psychological ownership; Scale development; |
語 文 | 英文(English) |
中文摘要 | 本研究延伸自組織心理擁有感理論觀點,並根據Hinkin(1998)之做法,進行品牌心理擁有感量表發展。從台灣連鎖加盟組織客服人員獲得361份有效樣本,本研究進行探索性因素分析(EFA)與驗證性因素分析(CFA),發現品牌心理擁有感之三構面,包括:品牌效能感、品牌責任感與認同感、品牌歸屬感。結果顯示品牌心理擁有感量表具有高信度與效度,本研究進一步探討研究發現意涵、研究限制與未來研究。 |
英文摘要 | The primary objective of this study was to develop a scale of brand psychological ownership that extends from theoretical perspectives of organizational psychological ownership. The procedures described in Hinkin (1998) were followed in the development of this scale. A survey was conducted, including a sample of 361 customer-service employees from franchise organizations in Taiwan. Three dimensions of brand psychological ownership were obtained after EFA and CFA, and these included brand self-efficacy, brand accountability and identification, and belongingness of the brand. The results represented a scale of brand psychological ownership with high reliability and validity. The implications of our findings, their limitations, and future studies are discussed. |
本系統中英文摘要資訊取自各篇刊載內容。