品牌延伸心理模型及其消费者分析研究

The Model of Brand Extension and Consumer Analysis

品牌延伸心理模型构建是当今国际上品牌理论研究的重要内容,也是前沿性课题之一。20世纪80年代后期至90年代品牌延伸心理模型主要有情感态度模型、属性联想模型,进入21世纪以来,运用认知心理学观点与研究方法,从消费者情感与认知相互影响过程分析,构建品牌延伸理论模型,对制定切实可行的品牌营销策略具有重要的现实意义。

Constructing the model of brand extension is an important aspect of the brand theories. It puts great emphasis on the study of the emotion model and demand-association model from the 1980s to the 1990s. Now its research employs the models and methods of cognitive psychology, affects arising out the interaction between consumers' emotion and cognition. These studies have important implications for the formulation of brand marketing strategies.