英文摘要 |
In facing a competitive market environment, branding is one of the most important strategies for differentiation and customer value creation. The enterprises can acquire high margin, customer loyalty and competitive advantage by building strong brands. Previous studies had proposed some brand orientation measurement scales, but these scales cannot completely measure the degree of brand orientation of an enterprise. The measurement scale for brand orientation is still insufficient. Thus, the purpose of this study is to develop a measurement scale of brand orientation. First, through reviewing the relevant literature, this study proposes four dimensions of brand orientation, including establishing the brand vision, building a distinctive brand positioning, symbolic capabilities, and functional capabilities. Then, this study develops the measurement scale for these four dimensions by examining the conceptual scope and referring to previous literature. Furthermore, employing the survey method, this study collected 105 samples of the Taiwanese branding enterprises and examined the reliability and validity of brand orientation scale by LISREL. Finally, this study has developed a four-dimensioned brand orientation scale with 20 measurement items. This new brand orientation scale is complete and valid. The following studies can use this scale and the managers can also evaluate the degree of brand orientation of their companies by adopting this scale. |