摘要
品牌的意义在于创造与界定消费者的自我概念。作为品牌-消费者关系的基石,半个世纪以来,品牌意义受到西方营销学者的持续关注。本文围绕品牌意义的形成、测量与创新这些核心研究领域对相关文献进行了疏理和评介,并探讨了现有研究的不足与对国内企业的启示。
The meaning of a brand is that it can create and define self-concept of the consumer. As representation of brand-consumer relationship, it has attracted continual attention of Western scholars for the past 50 years. This paper gives a review of formation, measurement and innovation of brand meaning. Then it discusses the deficiencies of existing research, followed by some suggestions for domestic enterprises in China.
出处
《战略决策研究》
2011年第1期46-52,共7页
Journal of Strategy and Decision-Making
基金
2009年教育部人文社会科学研究规划项目(项目批准号:09YJC630042)
国家自然科学基金项目<品牌原型的概念化
形成及其作用机制研究>(项目批准号:70972077)
广东外语外贸大学211工程项目资助
关键词
品牌意义
形成机理
意义测量
意义创新
brand meaning
mechanism of meaning
measurement of meaning
innovation of meaning
