摘要
品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。品牌印象形成涉及到类别信息加工和个别化信息加工两方面,其认知加工模式还存在争议。品牌印象实证研究主要存在以品牌主观形象为核心的品牌印象研究和以品牌拟人化特征为焦点的品牌印象研究两条线路。在分析比较的基础上,我们认为无论是品牌形象研究线路还是品牌人格研究线路,探讨的都是品牌的客观特性在消费者头脑中留下的主观印象,其本质都是对消费者品牌印象的研究。品牌印象是品牌与消费者的关系基础。品牌建设的任务就是在深刻把握消费者品牌印象形成机制的基础上,通过调节和控制消费者对品牌的认知、联想、态度、信任和忠诚来积累品牌资产。
Brand impression is the partial or whole information of a brand in the consumer＇s mind that comes from consumer＇s perception and experience.Brand impression formation involves both category-based processes and attribute-based processes（schematic and categorical approaches vs.fully attribute-oriented approaches）,but its cognition process model is still controversial.Common sense suggests that consumers do not use just one strategy to understand a brand;they use a variety of strategies.People often make sense of a brand by categorizing it,and,consequently,consumer＇s brand impressions are often primarily based on stereotypes and categories. Alternatively,consumers sometimes make sense of a brand by focusing instead on the brands own particular individualizing characteristics, forming impressions based on the brand＇s attributes that go beyond category membership.Two kinds of theories are introduced,one of them being the information integration theory of the brand impression formation,which holds the view that one＇s impression of a brand reflects an integration of the information known to characterize that brand,for example,a consumer forms his brand impression based on the overall Gestalt of the brand or based on the attributes of the brand as elements;the other theory is a continuum of impression formation, from category-based to individualizing processes.It is necessary to distinguish between category-based,top-down processes on the one hand,and attribute-based,bottom-up processes on the other hand.Fiske and Neuberg（1990） suggested that impression formation occurred along a continuum ranging from fully category-based processes to fully attribute-based processes.They assumed that the two represented the extreme endpoints of a continuum that also has intermediate kinds of processes. The empirical research works on Brand Impression Formation mainly embodied in the brand image and brand personality studies, etc.On the basis of comparative analysis,the viewpoint was put forward that whether brand image
出处
《心理科学》
CSSCI
CSCD
北大核心
2012年第4期957-961,共5页
Journal of Psychological Science
基金
国家自然科学基金项目(项目批准号:70971058)
广东省高等学校人才引进项目广东外语外贸大学人才引进科研启动项目的资助
关键词
品牌印象
类别信息
个别化信息
brand impression
category-based information
individuating information
