消费者品牌知识研究述评被引量：15

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摘要消费者的品牌知识是消费者对某一品牌个人化的理解和评价,既是消费者对企业营销努力的心理认知和反应,也是其进一步作出购买决策的依据。理解消费者的品牌知识对于指导企业的营销实践具有重要的意义。对近年来中外学者关于消费者品牌知识构成、测量、形成机制以及后续反应影响等方面的研究成果进行了综述,指出了该领域的若干研究趋势。

作者于伟王兴元

机构地区山东大学管理学院

出处《科技进步与对策》 CSSCI 北大核心 2008年第3期196-200,共5页 Science & Technology Progress and Policy

基金国家自然科学基金项目(70372015 79600013)

关键词品牌知识消费者品牌知识产品知识消费者知识形成消费者行为倾向

分类号 F713.50 [经济管理—市场营销]

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参考文献33

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