本文選題：區(qū)域品牌信任 + 區(qū)域產(chǎn)品可信賴性�。� 參考：《江西師范大學》2014年碩士論文

【摘要】：從上個世界的90年代學者提出區(qū)域品牌以來，區(qū)域品牌的研究引起了品牌研究者與企業(yè)品牌經(jīng)營管理者的共同關(guān)注。構(gòu)建區(qū)域品牌并且建立起消費者對區(qū)域品牌的信任成為品牌管理領(lǐng)域研究的重要內(nèi)容，也是企業(yè)集聚發(fā)展的重要保障。隨著區(qū)域品牌領(lǐng)域研究內(nèi)容的不斷深入，區(qū)域品牌信任的研究與發(fā)展也漸漸地從一個靜態(tài)走向動態(tài)的趨勢。區(qū)域品牌信任的動態(tài)性特征在日益激烈的市場環(huán)境中，越發(fā)突顯出來。雖然國內(nèi)外已經(jīng)有眾多學者從各個不同的角度展開對區(qū)域品牌領(lǐng)域的研究，并且有相關(guān)的理論闡述，然而，2013年媒體爆出的震驚整個歐洲乃至整個世界的“掛牛頭賣馬肉”事件，丑聞不僅擊中了消費者的胃，更動搖了消費者對歐洲區(qū)域品牌的信心。因此，，構(gòu)建和維護區(qū)域品牌信任被提到了超乎尋常的高度。學術(shù)界需要回答什么是區(qū)域品牌信任？它的結(jié)構(gòu)內(nèi)涵包括哪些維度？像歐洲這樣值得信任的地區(qū)，如何重拾人們對歐洲的品牌的信心？因此，本文基于區(qū)域品牌動態(tài)性的特征對區(qū)域品牌信任進行探究以期推進區(qū)域品牌理論的發(fā)展，為區(qū)域品牌化提供管理啟示。 本文采用質(zhì)性研究的方法，通過半開放式的訪談獲取關(guān)于區(qū)域品牌信任的第一手資料，再嚴格根據(jù)扎根理論的研究流程對資料進行分析。本次研究以國內(nèi)消費者作為研究對象，首先與消費者進行深入地訪談，并通過網(wǎng)絡(luò)調(diào)查的方式收集二手資料，以保證原始資料地豐富性，再根據(jù)扎根理論的研究流程對資料進行三個階段的編碼。本次研究共提煉了個34主要概念和12個范疇。并對概念及范疇間的關(guān)系進行進一步地梳理。 本文通過扎根理論的編碼及統(tǒng)計軟件的數(shù)據(jù)分析，探索性地開發(fā)了一個4個維度12個因子構(gòu)成的區(qū)域品牌信任的概念化模型及其測量量表，并對該量表的有效性及適用性進行了實證檢驗。通過統(tǒng)計分析得到的結(jié)果顯示，區(qū)域品牌信任包含4個維度，分別是區(qū)域產(chǎn)品可信賴性、區(qū)域企業(yè)可信賴性、區(qū)域文化可信賴性和區(qū)域法律可信賴性。其中，區(qū)域產(chǎn)品可信賴性由產(chǎn)品質(zhì)量、產(chǎn)品性價比、產(chǎn)品個性、產(chǎn)品口碑和產(chǎn)品認證生成，區(qū)域企業(yè)可信賴性由企業(yè)能力、企業(yè)責任感和企業(yè)誠信生成，區(qū)域文化可信賴性由誠信理念俗成性和文化價值觀共享性生成，區(qū)域法律可信賴性由法律規(guī)范性和監(jiān)管嚴格性生成。 本文通過實證檢驗探明了區(qū)域品牌信任概念是個多維度高階結(jié)構(gòu)，科學地揭示了區(qū)域品牌信任的核心內(nèi)涵并開發(fā)了其測量量表，從而更加系統(tǒng)化地認識區(qū)域品牌信任的結(jié)構(gòu)內(nèi)涵，進一步拓展區(qū)域品牌研究的內(nèi)容提供了新的研究視角，通過量表準確把握消費者的總體心理評價，為政府或企業(yè)(行業(yè))打造區(qū)域品牌信任和指導企業(yè)(行業(yè))科學發(fā)展提供依據(jù)。
[Abstract]:Since the scholars put forward regional brands in the 1990s, the research of regional brands has aroused the common concern of brand researchers and corporate brand managers. Building regional brands and building consumer trust in regional brands is an important part of brand management and an important guarantee for the development of enterprise agglomeration. With the deepening of regional brand research, the research and development of regional brand trust is gradually moving from a static to a dynamic trend. The dynamic characteristics of regional brand trust are more and more prominent in the increasingly fierce market environment. Although many scholars at home and abroad have carried out research in the field of regional brands from various angles, and there are related theories, however, the 2013 media burst out the incident of "hanging Taurus and selling Horse" which shocked the whole Europe and even the whole world. The scandal not only hit the stomach of consumers, but also shaken consumer confidence in European regional brands. Therefore, the construction and maintenance of regional brand trust has been raised to an unusual height. What is the regional brand trust that academia needs to answer? What dimensions does its structural connotation include? How can a trustworthy region like Europe regain confidence in European brands? Therefore, based on the dynamic characteristics of regional brand, this paper explores regional brand trust in order to promote the development of regional brand theory and provide management inspiration for regional branding. This paper adopts the method of qualitative research, obtains first-hand information about regional brand trust through semi-open interview, and then analyzes the data strictly according to the research process of rooted theory. In this study, domestic consumers are taken as the research objects. First of all, we conduct in-depth interviews with consumers, and collect second-hand data through online surveys to ensure the richness of the original data. Then, according to the research flow of rooted theory, the data is coded in three stages. In this study, a total of 34 main concepts and 12 categories were refined. The relationship between concepts and categories is further combed. Based on the coding of rooted theory and the data analysis of statistical software, this paper develops a conceptual model of regional brand trust and its measurement scale, which is composed of 4 dimensions and 12 factors. The validity and applicability of the scale are tested empirically. The results of statistical analysis show that regional brand trust includes four dimensions, namely, regional product trustworthiness, regional enterprise trustworthiness, regional cultural trustworthiness and regional legal trustworthiness. Among them, regional product reliability is generated by product quality, product price performance ratio, product personality, product reputation and product certification, and regional enterprise trustworthiness is generated by enterprise ability, corporate responsibility and enterprise integrity. The regional cultural trustworthiness is formed by the credibility concept and the cultural value sharing, and the regional legal trustworthiness is generated by the legal norm and the strict supervision. In this paper, the concept of regional brand trust is proved to be a multi-dimensional higher-order structure by empirical test, and the core connotation of regional brand trust is scientifically revealed and its measurement scale is developed. Thus more systematic understanding of the structural connotation of regional brand trust, further expanding the content of regional brand research provides a new research perspective, through the scale to accurately grasp the overall psychological evaluation of consumers, For the government or enterprises (industries) to build regional brand trust and guide the scientific development of enterprises (industries) provide the basis.
【學位授予單位】：江西師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F273.2

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