品牌资产构念的测量过程中学术界存在争论,通过文献的梳理发现其争议点主要体现在品牌资产构成维度数量、维度间关系和测量量表三个方面,造成争议点的根源是品牌资产构念界定中使用的测量方法的不同。通过归纳和梳理主要是应用统计学中反应-构成型两类测量模型,比较两种模型测量品牌资产构念的优劣,并指出在现有品牌资产构念实证研究中存在两个模型误用的现象。通过对两类模型特点的深入理解,进一步验证了现阶段采纳反应型模型测量品牌资产构念更为合理。 Arguments exist in the academic circles about the measurement of the conception of brand equity. Through the reviewing of the literature, it is found that the contentious points are mainly reflected in the dimensions of brand equity, the relationship between dimensions and the measurement scale. The root of the controversy is the brand equity structure The difference between the measurement methods used in the definition. By summarizing and combing reaction-constitutive models, we compare the two models to measure the pros and cons of brand assets and point out that there are two model misuses in the existing empirical research of brand equity The phenomenon. Through further understanding of the characteristics of the two types of models, it is further verified that it is more reasonable to adopt the reactive model to measure the brand equity in the current stage.