品牌意图能动框架——品牌关系研究新进展

建立并维护消费者与品牌之间长久稳定的关系与企业的发展紧密相关。品牌意图能动框架作为品牌关系研究的新进展,创造性地将基于社会感知的刻板印象内容模型与品牌认知进行了有效整合,既为企业深入了解消费者心理和行为提供新的视角,又为测量品牌资产开拓新的维度。本文系统回顾了人际关系理论在品牌关系中的相关研究,论述了将刻板印象内容模型应用于品牌感知研究的合理性,阐明了基于刻板印象内容模型的品牌意图能动框架在品牌关系研究中的应用价值,指出了对品牌意图能动框架已有研究的不足和未来的研究趋势。

It is very important for enterprises to establish and maintain a long-term relationship between consumer and brand. As the new progress made in the study of brand relationship, brands as intentional agents framework have integrated the stereo- types of social perception model based on the social perception with the brand awareness effectively, which not only pro- vide the new perspective for consumer psychology and behavior, but also explore the new dimension for measuring brand equity. This paper systematically reviews the relevant research of interpersonal theory in brands relationship, and discusses the rationality of applying the stereotype content model to the study of brand perception, evaluates the application value of brands as intentional agents framework in the study of brand relationship, and points out the existing research gap and fu- ture trends of brands as intentional agents framework.