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。 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.
行銷科學學報-Taiwan Journal of Marketing Science, Vol.11, No.2, pp.115 - 147