重新理解品牌功能评价过程:基于产品意义建构模型

Re-Understanding Brand Function Assessment:A Model Based on Product Meaning Construction

对消费者如何做出品牌功能评价这一营销理论中的基本问题,现有研究受制于联想方法,一直没有建立理论模型。该研究假定,消费者以目标取向的意义建构方式形成了超越物理属性联想的品牌产品知识,并在这一过程中形成品牌功能评价。建立概念模型并对其进行了检验。结果表明,消费者建构工具性的品牌产品知识维度,即品牌独特性、品牌先进性、品牌正宗性和品牌优异性直接或间接地影响了品牌功能评价,而其对品牌本身的认知也直接或间接地影响工具性的品牌产品知识维度的建构,并最终影响品牌功能评价。研究结果对重新理解消费者的品牌功能评价提供了新的理论解释;为企业重新定义产品的塑造战略,更新产品管理体系和开展营销创新提供了指引。

Understanding how consumers evaluate brand performance is the foundational issue in brand management and branding theory. The extant research confines to association method,and has not developed the empirical model. The present study posits that consumers form the content and the structure of brand's product knowledge beyond specific associations of brand's physical attributes through goal- oriented meaning construction. During that process, consumers make the evaluation of brand function. Brand prototype,as the holistic brand concept,has an impact on brand's product meaning construction,and further affects the assessment of brand function. The conceptual model is proposed and tested. The results indicate that brand uniqueness,brand sophistication,brand authenticity,and brand superiority as instrumental dimensions of product-related knowledge about brand directly and indirectly affect brand function assessment. Meanwhile,the holistic brand perception also has an impact on the instrumental dimensions of product-related knowledge about brand,and eventually it influences brand function assessment. The findings provide a new theoretic explanation for the assessment of brand performance,and guidelines for redefining strategies of product shaping,extending product management framework and marketing innovation.