品牌跨界联合合理性：概念内涵、结构维度及量表开发

摘要/Abstract

摘要： 探究消费者理解并接受“形式新颖各异”的品牌跨界联合活动的判定标准，对品牌跨界联合活动的成功开展具有重要意义。本研究借鉴合理性理论，界定了品牌跨界联合合理性的概念，在此基础上采用定性与定量相结合的分析方法，挖掘了品牌跨界联合合理性的结构维度并开发了测量量表及简版量表。研究结果表明，品牌跨界联合合理性是一个多维度概念，包括实用合理性、道德合理性、认知合理性与情感合理性4个维度，以及功效提升、用心创造、优势迁移、情感共鸣等13个子维度；品牌跨界联合合理性量表包含4个因子，17个测量题项，简版量表包含4个因子，12个题项，数据分析结果表明两版量表均具有较高信度与效度，可作为品牌跨界联合合理性的测量工具。

关键词: 品牌跨界联合合理性, 扎根理论, 结构维度, 量表开发

Abstract: Exploring the criteria by which consumers comprehend and embrace the “novel and diverse forms” of brand crossover alliances holds significant importance. Drawing from legitimacy theory, this study delineates the essence of brand crossover alliance legitimacy. Employing a mixed-method approach of qualitative and quantitative analyses, the study investigates the structural dimensions of brand crossover alliance legitimacy and develops a comprehensive measurement scale along with a short version. Findings indicate that brand crossover alliance legitimacy comprises four dimensions: pragmatic, moral, cognitive, and emotional legitimacy, alongside 13 sub-dimensions such as efficacy enhancement, intentional creation, advantage migration, and emotional resonance. The measurement scale incorporates 4 factors and 17 items, while the short version consists of 12 items. Analytical outcomes affirm the reliability and validity of both scales, underscoring their utility as assessment tools for brand crossover alliance legitimacy.

Key words: brand crossover alliance legitimacy, grounded theory, structural dimensions, measurement development

王雪莲, 李嫄, 张悦, 张洋, 郭然. 品牌跨界联合合理性：概念内涵、结构维度及量表开发[J]. 管理评论, 2024, 36(12): 183-196.

Wang Xuelian, Li Yuan, Zhang Yue, Zhang Yang, Guo Ran. Brand Crossover Alliance Legitimacy: Conceptualization, Structural Dimensions and Measurement Development[J]. Management Review, 2024, 36(12): 183-196.

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