摘要
根据认知语言学关于语言认知原理和类典型概念,结合品牌(名称)是一个语言认知范畴的观点,借用认知语言学发现的类典型演进性和基本特征相对不变性理论,以卡菲勒的延伸模型为基础,通过两次对海尔和娃哈哈的品牌联想测试,验证了特定品牌概念之典型产品的可变性和非单一性,以及品牌延伸对品牌概念范畴的反作用,从而提出了一个品牌延伸评估的动态模型,改进和完善了卡菲勒的延伸评估模型。
Based on the cognitive linguistics prototype theory that prototype（s） of a category can be changed but some core features are still fixed, combined with the view that a brand is a category, this pa per puts forward a new brand extension evolution model which improves Kapafer＇s model. In the paper, the author presents two brand associations surveys about Haier and Wahaha, and explains the surveys re sults. Finally, the paper shows the new modified and improved model and gives a brief comment on the new model.
出处
《浙江理工大学学报（自然科学版）》
2010年第2期327-333,共7页
Journal of Zhejiang Sci-Tech University(Natural Sciences)
