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建立并维护消费者与品牌之间长久稳定的关系与企业的发展紧密相关。品牌意图能动框架作为品牌关系研究的新进展,创造性地将基于社会感知的刻板印象内容模型与品牌认知进行了有效整合,既为企业深入了解消费者心理和行为提供新的视角,又为测量品牌资产开拓新的维度。本文系统回顾了人际关系理论在品牌关系中的相关研究,论述了将刻板印象内容模型应用于品牌感知研究的合理性,阐明了基于刻板印象内容模型的品牌意图能动框架在品牌关系研究中的应用价值,指出了对品牌意图能动框架已有研究的不足和未来的研究趋势。
Establishing and maintaining a long-lasting and stable relationship between consumers and brands is closely related to the development of the enterprise. As a new development of brand relationship research, brand intentional dynamic framework creatively integrates stereotyped content model based on social perception with brand cognition. It not only provides a new perspective for enterprises to deeply understand consumer psychology and behavior, Brand equity to open up new dimensions. This paper systematically reviews the interpersonal relationship theory research in brand relations, discusses the rationality of applying stereotyped content model to brand perception research, expounds the application of the brand intentional dynamic framework based on stereotyped content model in the research of brand relationship Value, pointing out the inadequacies of the research on the active framework of brand intention and the future research trends.