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真实性是人的最基本需求,也成为当代市场成功的关键因素。本文以中国市场为研究对象,通过文献分析不同视角下的真实性,阐述了品牌真实性内涵;采用探索性分析,通过文献梳理和访谈提炼出品牌真实性维度,构建适合中国情境的量表,其有效性和可靠性都通过了验证;最后提出了进一步探索品牌真实性的方向与研究的目标。
Authenticity is one of the most basic needs of people and has also become a key factor in the success of contemporary markets. This article takes the Chinese market as the research object, analyzes the authenticity from different perspectives through the literature, elaborates the connotation of the brand authenticity, explorates the exploratory analysis, reviews the authenticity dimension of the brand through literature review and interview, constructs the scale suitable for the Chinese situation, Its validity and reliability have been verified; Finally, the direction and research goal of further exploring brand authenticity are put forward.