【摘要】 基于心理学对人格性别角色的研究成果,运用自我概念一致性模型的理论,构建了品牌的性别气质理论模型,且编制了由男性气质分量表和女性气质分量表组成的品牌的性别气质量表。两个分量表分别由11个项目和13个项目构成。通过对数据的分析表明,男性气质维度和女性气质维度是两个不同的维度,即量表符合品牌性别气质模型的理论构想,具有较好的构念效度,同时量表还具有较理想的信度。更多还原

【Abstract】 On the basis of the research on the psychological sex roles,by using self-concept congruence model,the authors create theoretical model of brand gender traits,and develop brand gender traits scale,which consists of masculine sub-scale containing 11 items and feminine sub-scale containing 13 items.Data analysis indicates that,in addition to wonderful reliability,masculine traits dimension and feminine traits dimension are irrelevant dimensions,and thus the scale is congruent with theoretical construct and has good validity.更多还原