消费者品牌联想的建立与测量

心理科学进展 ›› 2009, Vol. 17 ›› Issue (2): 451-459.

消费者品牌联想的建立与测量

吴新辉袁登华

江西师范大学心理学院，南昌 330027

收稿日期:2008-04-21 修回日期:1900-01-01 出版日期:2009-03-15 发布日期:2009-03-15
通讯作者: 袁登华

To Build and Measure the Brand Associations of Consumer

WU Xin-Hui;YUAN Deng-Hua

Psychology School of Jiangxi Normal University, Nanchang 330027, China

Received:2008-04-21 Revised:1900-01-01 Online:2009-03-15 Published:2009-03-15
Contact: YUAN Deng-Hua

摘要/Abstract

摘要： 品牌联想即记忆中与品牌结点联结的信息结点，它们构成品牌形象，是品牌资产的重要组成部分，具有网络结构性、聚类性、双向性、隐喻性、内隐性和多维性等特点。品牌联想是消费者购买决策和品牌忠诚的基础，因此企业需要建立独特、强烈、有利和深层次的品牌联想群以区别于竞争品牌。对品牌联想的测量包括识别联想内容及其网络结构。品牌联想概念的界定和维度模型的构建、测量方法的改进等都是将来仍需深入研究的问题

关键词: 品牌联想, 品牌资产, 品牌测量

Abstract: Brand associations are informational nodes linked to the brand node in consumers’ memory and reflect a brand’s image. Brand association is an important component of brand equity and characterized by network structure, cluster, dual-direction, metaphor, implicit and multi-dimensions. Brand associations represent the bases for purchase decisions and for brand loyalty. Companies need to build a set of favorable, strong and unique core brand associations for differentiating from the compete brand. Measuring brand associations include identifying competent of brand associations and associations network. Future research issues include definite description of brand associations, conceptualization of the dimensions of brand associations, and improving of measuring techniques and so on

Key words: brand association, brand equity, brand measure

中图分类号:

B849:C93

吴新辉袁登华. (2009). 消费者品牌联想的建立与测量. 心理科学进展 , 17(2), 451-459.

WU Xin-Hui;YUAN Deng-Hua. (2009). To Build and Measure the Brand Associations of Consumer. , 17(2), 451-459.