當你的研究需調消費者對於品牌的認同或喜好評價時,就可以考慮使用BIS量表。
什麼是品牌形象量表?
品牌形象量表(Brands Image Scale,簡稱BIS),Kremer
& Vio(2012)針對三大法國零售商與三家超市連鎖店的322位元消費者進行調查,樣本中男生113名,女生208名。品牌形象分兩個部份的主要量表,包含:零售商品牌形象量表和商店品牌形象量表。
品牌形象的計分方式
將受試者感受、反應及認同程度為評定指標,採用6點量表級分方法。其標準為“1” 表示非常不同意;“2”表示不同意;“3” 表示稍為不同意;“4”表示普通;“5”表示稍為同意;“6”表示同意;“7”表示非常同意。
品牌形象問卷的題目
一、 零售商品牌形象
1. 這零售商品牌致力於可持續發展。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
2. 這零售商品牌與環境有關。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
3. 這零售商品牌會爲顧客爭取權利。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
4. 這零售商品牌與貼近顧客。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
5. 這零售商品牌很便利。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
6. 這零售商品牌提供各式各樣的產品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
7. 這零售商品牌提供高質量的產品
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
8. 這零售商品牌有舒適的店鋪。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
9. 這零售商品牌每天都有特價產品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
10. 這零售商品牌會提供物超所值的商品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
二、 商店品牌形象
1. 這商店品牌致力於可持續發展。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
2. 這商店品牌與環境有關。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
3. 這商店品牌爲顧客爭取權利。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
4. 這商店品牌的品牌貼近顧客
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
5. 這商店品牌很便利。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
6. 這商店品牌提供高質量產品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
7. 這商店品牌提供各式各樣的產品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
8. 這商店品牌有吸引人的包裝。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
9. 這商店品牌每天都有低價產品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
10. 這商店品牌會提供物超所值的商品。
①非常不同意②不同意③稍為不同意④普通⑤稍為同意⑥同意⑦非常同意
問卷出處:
Kremer, F., & Viot, C. (2012). How store brands build retailer brand
image. International Journal of Retail
& Distribution Management, 40(7), 528–543.
本期,為大家推薦2篇應用BIS量表的英文論文,觸類旁通,總有一篇啟發你的學術靈感!
Young consumers’ insights on brand
equity
Sasmita, J., & Mohd Suki, N. (2015).
International Journal of Retail & Distribution
Management, 43(3), 276–292.
Keywords: Malaysia, Brand image, Brand awareness,
Brand loyalty, Brand equity, Brand association
Abstract:
Purpose – The purpose of this paper is
to examine the effects of brand association, brand loyalty, brand awareness,
and brand image on brand equity among young consumers.
Design/methodology/approach – Data from 200 young consumers
were analysed using descriptive, correlation and multiple regression analysis
via the Statistical Package for Social Sciences computer programme version 21.
Findings – Empirical results via multiple
regressions authenticated that brand awareness predominantly affects brand
equity among young consumers. These young consumers get input and awareness of
the particular product or brand from the social media. They can clearly
recognize the particular product or brand in comparison to competing products
or brands and know how it looks and its characteristics from the social media.
Research limitations/implications – Respondents were randomly
drawn from the population of the full time students in a public university in
Malaysia. Consequently, they may not represent the entire population of Malaysia.
Practical implications – Input regarding the effects of brand association,
brand loyalty, brand awareness, and brand image on brand equity among young
consumers would help marketers and practitioners to formulate strategies to
enhance their brand equity in order to obtain competitive advantage and
business sustainability, particularly among young consumer markets.
Originality/value – Empirical findings offer
academic contributions to the existing body of knowledge of consumer behaviour
as the sophisticated quantitative data analyses used will eventually allow future
researchers to explicate the contribution of the current study to understand
the importance of brand equity among young consumers in Malaysia.
Measuring brand image: a systematic
review, practical guidance, and future research directions
Plumeyer, A., Kottemann, P., Boger, D., &
Decker, R. (2017).
Review of Managerial Science, 13(2), 227-265.
Keywords: Brand equity, Brand image, Measurement
techniques, Systematic review
Abstract: Measuring and understanding brand image
is crucial for both branding research and practice. Empirical studies focusing
on brand image reveal a large number of techniques for measuring brand image,
highlighting the need to organize them. However, no comprehensive review of
brand image measurement techniques can be found in the existing literature.
Therefore, this article seeks to contribute to the extant knowledge of brand
image by systematically reviewing the related literature, providing a
comprehensive discussion and characterization of brand image measurement
techniques, offering recommendations for measuring brand image through a
roadmap, and suggesting directions for future research. Our systematic
literature review identified 224 high-quality scholarly articles published
between 1991 and 2016 using 12 main techniques for measuring brand image. This
article may aid both researchers and brand managers in selecting and applying
appropriate brand image measurement techniques for their specific research context.
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