品牌关系形成机制研究

Study of the Mechanism of Brand Relationships

品牌关系是指将品牌虚拟成人,研究品牌和消费者之间的关系。作为将关系营销范式移植到品牌营销理论之后出现的前沿研究领域,品牌关系引起众多学者的关注。由于品牌关系源自西方,理论界对于品牌关系的研究主要建立在西方个人主义的行为模式上。而在以集体主义价值观为背景下的中国,这些建立在个人主义行为模式上的理论在我国的应用具有一定的局限性。本文结合国内外的研究成果,构建了一种中国文化背景下品牌关系影响及作用机制。

By personifying brands, a brand relationship can be used to investigate the relationship between brands and consumers. As the leading field of investigation, which appeared after combining relationship marketing models with brand marketing theories, it has obtained numerous scholars＇ attentions. The study of theories about brand relationships is mainly based on the western individualistic behavioral patterns, for it is derived from the West. And under the backgrotmd of collectivistic values, the appliance of those theories is somewhat limited in China. This article which combines foreign investigations with local studies has formed a mechanism of the brand relationship＇s influence and effects subjected to the Chinese cultures.