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本文以大量国外相关研究成果为佐证,从认知的角度对品牌知识联想网络进行了系统地分析和论述。文章指出,品牌相关语义知识,可以看作由品牌名字、产品类别、关联属性与主观评价四种成分构成,这四种成分之间相互联系,形成消费者有关品牌的六类联想,即品牌名字与产品类别的联想、品牌名字与主观评价的联想、品牌名字与关联属性的联想、品牌关联属性与主观评价的联想、产品类别与主观评价的联想以及产品类别与关联属性的联想。从消费者认知的角度理解品牌是个新的角度,它有利于全面的理解品牌知识的本质和内涵,以突破传统的营销观念和模式,用消费者学习等理论和方法进行品牌的创建活动。
In this paper, a large number of foreign research results as evidence, from the cognitive point of view of the brand knowledge of the association network were systematically analyzed and discussed. The article points out that brand-related semantic knowledge can be regarded as four kinds of components, including brand name, product category, related attributes and subjective evaluation. These four elements are interrelated and form the six types of associations of consumers with brands, namely, the brand name Associations with product categories, association of brand names with subjective evaluations, association of brand names with associated attributes, association of brand relevance attributes with subjective evaluations, association of product categories with subjective evaluations, and association of product categories with associated attributes. It is a new perspective to understand the brand from the perspective of consumers’ cognition. It is helpful for a comprehensive understanding of the essence and connotation of brand knowledge in order to break through the traditional marketing concepts and models and to use the theories and methods of consumer learning to create brands.