Proceedings of the 2015 Information Technology and Mechatronics Engineering Conference

The Measurement of Corporate Brand: Based on a Stakeholder Perspective

Authors
Yiweng Yang, Xinrui Zhang, Zelin Tong, Xuehong Ji
Corresponding Author
Yiweng Yang
Available Online March 2015.
DOI
https://doi.org/10.2991/itoec-15.2015.16How to use a DOI?
Keywords
corporate brand; dimension; measurement; stakeholder perspective
Abstract

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.

Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2015 Information Technology and Mechatronics Engineering Conference
Series
Advances in Computer Science Research
Publication Date
March 2015
ISBN
978-94-62520-52-3
ISSN
2352-538X
DOI
https://doi.org/10.2991/itoec-15.2015.16How to use a DOI?
Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Yiweng Yang
AU  - Xinrui Zhang
AU  - Zelin Tong
AU  - Xuehong Ji
PY  - 2015/03
DA  - 2015/03
TI  - The Measurement of Corporate Brand: Based on a Stakeholder Perspective
BT  - Proceedings of the 2015 Information Technology and Mechatronics Engineering Conference
PB  - Atlantis Press
SP  - 72
EP  - 76
SN  - 2352-538X
UR  - https://doi.org/10.2991/itoec-15.2015.16
DO  - https://doi.org/10.2991/itoec-15.2015.16
ID  - Yang2015/03
ER  -