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《Journal of Taiyuan University of Technology(Social Science Edition)》 2016-06
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A Study of the Evaluation System of China's Time-Honored Brand Heritage

TANG Jian-sheng;GUO Jin-man;MA Xiang-yang;College of Management and Economics,Tianjin University;  
Introducing the theory of brand heritage into the asset management of China's timehonored brands,this paper for the first time establishes the evaluation index system of time-honored brand heritage based on China's context,and sets the measuring scale consisting of 13 indexes for gauging brand heritage from the 4dimensions of the brand's historical culture,core value,quality commitment and longevity.The results of the exploratory and confirmatory factor analysis indicate that with its relatively good reliability and validity,the scale provides new evaluation perspectives for the asset management of China's time-honored brands.
【Fund】: 国家自然科学基金项目(71272149);; 教育部人文社科一般项目(11YJA630076)
【CateGory Index】: F273.2
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