西方学术界对产品海外形象的研究新进展

Western Academics' Research on Product Image Abroad

产品形象领域越来越多的研究关注于产品海外形象,该文对品牌(产品)形象概念性、国际品牌形象、国际品牌评估机构、品牌价值评价模型等国外产品形象研究进行了回顾与综述,进而梳理了企业形象、国家形象等与产品形象相关性研究的进展,最后对该领域的未来发展方向进行了展望。

The research of product image area focuses on the product image abroad.This paper reviews and summaries the current research situation of the foreign product image such as the conceptual（product）brand image,international brand image,brand evaluation organization,brand value evaluation model and so on.And we also review the researches on the correlation between the enterprise image,national image and product image.Finally we propose the directions in future research based on the analysis of the limitations of current research.