A Study on Measurement of the Brand Equity of Mobile Communication Industry: Taking GOTOne as an Ezample

摘要：

In this paper, we generated a pool of items based on earlier literatures, and developed a brand equity scale for mobile communication industry through exploratory factor analysis and confirmatory factor analysis. The scale includes 4 dimensions and 18 items, and has enough reliability and validity. Taking a brand of China Mobile GOTOne as the example, this paper measured its brand equity in Hainan province, analyzed the data and put forward several suggestions to improve the brand management on the basis of a telephone survey.

关键词： Brand Equity Mobile Communication Industry Measurement

作者: CHEN Kai WANG Xiaofan ZHANG Yongjun

作者单位: School of Economics and Management, Beijing Forestry University, Beijing, 100083 School of Management, Beijing University of Chinese Medicine, Beijing, 100029 School of Software and Micro-electronics, Peking University, Beijing, 100871

会议类型: 国际会议

会议名称: 2009 Summit International Marketing Science and Management Technology Conference(2009 国际市场营销峰会暨管理技术大会)

会议地点: 天津

会议语种:英文

页码: 111-115

在线出版日期: 2009-12-12（万方平台首次上网日期，不代表论文的发表时间）