回到心理最底层:基于原型理论的品牌研究回顾与展望

Return to the Origin; Retrospect and Prospect of Brand and Archetype Research

基于"认知-属性"研究范式的消费者品牌认知研究虽然取得了丰硕的成果,但对消费者品牌认知仍缺乏深层次的理解。基于分析心理学的原型理论(Archetype Theory)为研究者从更深层次思考消费者的品牌认知以及消费者品牌理论的建构提供了新的概念依据,而且为创新品牌理论提供了思想和方法上的启示。本文回顾了原型的概念、品牌与原型的关系、品牌原型的分类、原型的研究方法,最后提出了原型在品牌领域有待未来研究的主要问题。

Based on the ＂cognitive-attribute＂ research meth been made in research on consumer brand recognition. But there od, is s great achievement has till lack of integrity of understanding in this respect. As an archetype theory, the Jungian psychology can not only provide for the researcher a new conceptual basis on holistic understanding of consumer brand and its theoretical construction, but also bring enlightenment on the ideas and methods of brand theory innovation. This paper reviews the concept of the prototype, relationship between brand and archetype, classification of brand archetype, research method of archetype, and finally raises the issues on the future study on brand archetype.