品牌体验的维度构建与量表开发研究

品牌体验是消费者在与品牌或品牌相关刺激物的互动中所形成的内在主观的个性化反应和经历。国内外学者对品牌体验的概念及维度构建的相关研究尚在逐步完善中,缺少有力的实证研究和有效的测量工具。通过智能手机行业的消费者收集数据,从消费者的角度构建了品牌体验的5个维度,即认知体验、产品体验、传播体验、情感体验和关联体验,并开发出相应的测量量表。本研究通过实证的方法对维度的划分及量表的信度和效度进行了检验和确认,为品牌体验及其相关领域的后续研究提供了参考。

Study on the dimension construction and scale development of brand experience

Brand experience is an internal and subjective response during the interaction between consumers and brand. Many scholars have made great efforts to researches about the dimensions of brand experience. However, there is still the lack of strong empirical research and effective measuring tool. This study is based on the smart- phone industry, and develops a five-dimension scale in the view of consumers, including cognition experience, pro- duction experience, propagating experience, affective experience and relationship experience. The reliability and validity of the scale are empirically tested. This study will provide a reference for brand experience related resear- ches in future study.