基于象征意义的品牌评价研究

Brand Evaluation Based on Symbolic Meaning

品牌评价对品牌忠诚有着决定性作用。但我国目前的品牌评价研究还建立在消费者经济人假设的基础上,很难准确诠释后现代消费者作为社会人及心理人对品牌的非理性消费行为。为此,引入象征意义这一构念,在实证的基础上,结合中国的消费实际,对非理性消费条件下消费者的品牌评价进行了研究。

Brand Evaluation plays a decisive role to brand loyalty. But now brand evaluation research in our country is based on the consumer hypothesis of economic person. This hypothesis doesn＇t explain exactly sensible consumptive behavior of post-modern consumer as social and psyehological person. Our research introduces the concept of symbolic meaning based on demonstration. Combining the Chinese consumptive situation, this paper takes research on brand evaluation based on sensible consumptive behavior.