| dc.contributor | 企管系 | zh_TW |
| dc.creator (作者) | 韓志翔 | zh_TW |
| dc.creator (作者) | Chiang, Hsu‐Hsin | en_US |
| dc.creator (作者) | Chang, Aihwa | en_US |
| dc.date (日期) | 2015 | |
| dc.date.accessioned | 11-Jun-2018 13:56:29 (UTC+8) | - |
| dc.date.available | 11-Jun-2018 13:56:29 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Jun-2018 13:56:29 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/117516 | - |
| dc.description.abstract (摘要) | 本研究延伸自組織心理擁有感理論觀點，並根據Hinkin（1998）之做法，進行品牌心理擁有感量表發展。從台灣連鎖加盟組織客服人員獲得361份有效樣本，本研究進行探索性因素分析（EFA）與驗證性因素分析（CFA），發現品牌心理擁有感之三構面，包括：品牌效能感、品牌責任感與認同感、品牌歸屬感。結果顯示品牌心理擁有感量表具有高信度與效度，本研究進一步探討研究發現意涵、研究限制與未來研究。 | zh_TW |
| dc.description.abstract (摘要) | The primary objective of this study was to develop a scale of brand psychological ownership that extends from theoretical perspectives of organizational psychological ownership. The procedures described in Hinkin (1998) were followed in the development of this scale. A survey was conducted, including a sample of 361 customer-service employees from franchise organizations in Taiwan. Three dimensions of brand psychological ownership were obtained after EFA and CFA, and these included brand self-efficacy, brand accountability and identification, and belongingness of the brand. The results represented a scale of brand psychological ownership with high reliability and validity. The implications of our findings, their limitations, and future studies are discussed. | en_US |
| dc.format.extent | 1397560 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 行銷科學學報-Taiwan Journal of Marketing Science, Vol.11, No.2, pp.115 - 147 | zh_TW |
| dc.subject (關鍵詞) | 品牌心理擁有感 ; 量表發展 | zh_TW |
| dc.subject (關鍵詞) | brand psychological ownership ; scale development | en_US |
| dc.title (題名) | The scale development of brand psychological ownership | en_US |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.3966/181666012015101102001 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.3966/181666012015101102001 | |
