简论品牌意识的研究

On the Study in Brand Awareness

品牌意识是消费心理学中的一个重要概念,在我国,关于品牌意识的研究还相对较少。现有研究存在的主要问题在于较少从发生、发展的角度研究品牌意识,对影响品牌意识的因素尤其是广告的作用探讨不足,对品牌意识与消费决策的关系探讨不足。将来应对这些方面进行深入研究,以适应现代社会经济发展的需要。

Although brand awareness is an important concept of consuming psychology, but studies in brand awareness in China are not yet abundant. The key problem facing with current studies is in less attention paid to the generational and developing perspective to brand studies, in less exploration in some influential factors, such as advertisement and in the relation of brand awareness with consuming decision. We need to deepen our exploration in these aspects in the future with the aim of meeting the developing needs of modem society and economy.