The Measurement of Corporate Brand: Based on a Stakeholder Perspective

摘要：

　　Despite considerable interest in the topic of corporate brand,attempts at its measurement have been scarce.Most of the existing researches are focus on the impact of corporate brand on consumer decision.But corporate brand is not only for consumers,but for other stakeholders too.The paper firstly proposes a nine-dimensional structure of corporate brand from a stakeholder perspective.Then,the research develops and validates a set of corporate brand scales (CBS) through questionnaire design,data collection,scales purification,reliability analysis,and validity analysis.Compared with previous scales,CBS is more comprehensive and stable,suggesting it paves the way for further empirical researches on the overall corporate level.

关键词： corporate brand dimension measurement stakeholder perspective

作者: YANG Yi-weng ZHANG Xin-rui TONG Ze-lin JI Xue-hong

作者单位: School of Economics and Management,North China University of Technology,Beijing 100144,China

会议类型: 国际会议

会议名称: 2015 Information Technology and Mechatronics Engineering Conference (ITOEC 2015)(2015信息技术与机电一体化国际会议)

会议地点: 重庆

会议语种:英文

页码: 72-76

在线出版日期: 2015-03-28（万方平台首次上网日期，不代表论文的发表时间）