国内外品牌象征意义内涵研究综述

A Domestic and Foreign Review of Brand Symbolic Meaning Connotation

品牌象征意义指的是消费者根据自己的价值观对品牌所产生的一种主观感受。近年来,中西方学者对品牌象征意义的各方面都进行了积极的探讨。从企业产品和消费者价值两个不同的视角对品牌象征意义的相关理论进行梳理,可以提炼出品牌象征意义内涵的主要内容,并在此基础上对这一理论现阶段发展的不足做出简要的评价。

Brand symbolic meaning is a subjective feeling of consumers from their viewpoint of value. Recently domestic and foreign scholars have discussed it actively. The paper summarizes the brand symbolic meaning connotation which is a key issue of brand symbolic meaning though combing the related theory from product and consumer value lens. In conclusion, the authors bring forward their opinion to the existing research achievement.