摘要
本文采用存在主义现象学方法,在超产品类别的水平上对品牌形象在消费者心目中发生嬗变的机制进行了研究,提出个体品牌形象在消费者心目中一经形成就会处于一种相对稳定的意义图式结构平衡状态,但消费者在受到对于自身具有敏感性的诱因的刺激后且在其心目中现有品牌形象不能成功同化新的刺激的情况下,其认知的顺化机制将被启动进而打破其心目中现有的意义图式结构平衡状态并最终生成新的品牌形象。
This paper studies the internal transmutation mechanism of brand image occurred in the customer beyond product categories by using the method of existential-phenomenology.The results show that once a single brand image is established in the mind of customers,it will be existed in a relatively stable meaning schema structure equilibrium state.However,when the customers are stimulated by some incentives sensible to themselves and the brand image in their mind fails to assimilate the new stimulus,their cognitive mechanism of naturalization will be activated so that the existing schema structure balance will be broken and the new brand image will be established.
出处
《商业研究》
CSSCI
北大核心
2012年第4期13-19,共7页
Commercial Research
基金
教育部人文社会科学研究规划基金项目
项目编号:09YJA790058
关键词
品牌形象
嬗变
品牌资产
图式
效能
brand image
transmutation
brand equity
schema
efficacy
