论文部分内容阅读
从心智哲学的角度,采用意向性理论,认为消费者参与品牌社群的意向是以“利己”为中心,对品牌意识活动的“注意”进行分配、选择和定位而形成。品牌社群的共同意识是指品牌或品牌活动的集体意向,是成员基于共同目标和具有共同的意识背景而形成的;共同的仪式、惯例和共同语言是所有或大多数成员在相应的品牌活动情境中赋予一定的“地位功能”的“制度性事实”;成员在品牌社群的责任感来源于“制度性事实”的规范性力量。
From the perspective of psycho-philosophy, this paper adopts the intentionality theory and holds that the intention of consumers to participate in the brand community is based on “selfishness ” as the center and the distribution, selection and positioning of “attention ” in brand awareness activities. The collective awareness of the brand community refers to the collective intent of the brand or brand activity, formed by members based on common goals and common sense backgrounds; common rituals, conventions, and common language are those in which all or most members The “institutional facts” that give a certain “status function” in the context and the responsibility of the members in the brand community come from the normative power of “institutional facts”.