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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/117516
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/117516

    Title: The scale development of brand psychological ownership
    Authors: 韓志翔
    Chiang, Hsu‐Hsin
    Chang, Aihwa
    Contributors: 企管系
    Keywords: 品牌心理擁有感;量表發展
    brand psychological ownership;scale development
    Date: 2015
    Issue Date: 2018-06-11 13:56:29 (UTC+8)
    Abstract: 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.
    Relation: 行銷科學學報-Taiwan Journal of Marketing Science, Vol.11, No.2, pp.115 - 147
    Data Type: article
    DOI 連結: http://dx.doi.org/10.3966/181666012015101102001
    DOI: 10.3966/181666012015101102001
    Appears in Collections:[企業管理學系] 期刊論文

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