品牌符号心理联想机制形成探讨
发布时间：2018-08-13 12:37
【摘要】：消费者形成良性的品牌符号心理联想,是企业品牌资产形成的重要表现。但由于缺乏品牌符号联想形成的理论框架,企业在生成预期的品牌资产上面临困难。将知识激活扩散模型应用到品牌符号联想的形成机制上,提出品牌符号联想形成的三个环节:联想节点的选择环节;节点连线的建立环节;节点间的联结反馈与调节环节。品牌符号绝对不是轻易可以构建的,它的形成是一个渐进的、积累的、网络化的过程。它的形成必须包括品牌所有者、消费者、媒体传播者等多方参与。品牌所有者在把握品牌符号联想知识形成三阶段过程中,应该采取相应的对策。
[Abstract]:The consumer forms the benign brand symbol psychological association, is the enterprise brand asset formation important performance. However, due to the lack of theoretical framework formed by brand symbol association, enterprises face difficulties in generating expected brand assets. The knowledge activation diffusion model is applied to the formation mechanism of brand symbol association, and three links of brand symbol association formation are proposed: the selection of association node, the establishment of node connection, and the link feedback and adjustment between nodes. Brand symbol is not easy to build, its formation is a gradual, cumulative, networking process. Its formation must include brand owners, consumers, media communicators and other parties involved. The brand owner should take corresponding countermeasures in the process of grasping the three stages of brand symbol associative knowledge.
【作者单位】： 湖南文理学院;
【基金】：湖南省科技厅科研资助项目“基于核心消费价值差异的品牌忠诚分类测度模型研究”(2012ZK3086)
【分类号】：F273.2
[Abstract]:The consumer forms the benign brand symbol psychological association, is the enterprise brand asset formation important performance. However, due to the lack of theoretical framework formed by brand symbol association, enterprises face difficulties in generating expected brand assets. The knowledge activation diffusion model is applied to the formation mechanism of brand symbol association, and three links of brand symbol association formation are proposed: the selection of association node, the establishment of node connection, and the link feedback and adjustment between nodes. Brand symbol is not easy to build, its formation is a gradual, cumulative, networking process. Its formation must include brand owners, consumers, media communicators and other parties involved. The brand owner should take corresponding countermeasures in the process of grasping the three stages of brand symbol associative knowledge.
【作者单位】： 湖南文理学院;
【基金】：湖南省科技厅科研资助项目“基于核心消费价值差异的品牌忠诚分类测度模型研究”(2012ZK3086)
【分类号】：F273.2
【参考文献】
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