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

被引：0
|
作者：
Chen Kai [1 ]
Wang Xiaofan [2 ]
Zhang Yongjun [3 ]
机构：
[1] Beijing Forestry Univ, Sch Econ & Management, Beijing 100083, Peoples R China
[2] Beijing Univ Chinese Med, Sch Management, Beijing 100029, Peoples R China
[3] Peking Univ, Sch Software & Microelect, Beijing 100871, Peoples R China
来源：
MARKETING SCIENCE INNOVATIONS AND ECONOMIC DEVELOPMENT | 2009年
关键词：
Brand Equity; Mobile Communication Industry; Measurement;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
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.
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页码：111 / +
页数：2
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