The Development of Brand Relationships Index Model
There is some problem about indicator system in most current researches of brand relationships evaluation. It is necessary to create a new method. Four brand relationship partners and three brand relationship natures are put forward to make up of a hypothesis of twelve-dimension brand relationships. Through a series of empirical studies, a five-dimension indicator system is obtained. Indicator weights are calculated by the path coefficients. Based on indicators and their weights, brand relationship index model is advanced