摘要
品牌仪式是激发消费者联想和情感的关键,是品牌联结消费者的重要纽带,也是品牌管理研究领域的新兴视角之一。学术界就品牌仪式已取得不少有价值的研究成果。为了更好地推动和增强品牌仪式理论研究进展和管理实践成效,对品牌仪式的概念、品牌仪式与相似概念的差异、品牌仪式的形成路径以及后效进行述评,并对未来研究进行展望,指出了三个方向:明确品牌仪式概念,开发更有效的测量工具;探究品牌仪式对信息传播的影响机制;开展品牌仪式线上线下对比研究。
Brand ritual is the key to arouse consumers'association and emotion,which is an important link between brands and consumers and one of the emerging perspectives in brand management research field.Academic circle has made a lot of valuable research on brand ritual.In order to promote and enhance the research progress of brand ritual theory and the effect of management practice,this paper reviews the concept of brand ritual,differences between brand ritual and similar concepts,the formation path and after-effect of brand ritual,and gives three directions in future research:the first is clarifying the concept of brand ritual and developing more effective measurement tools,the second is exploring the impact mechanism of brand ritual on information dissemination,the third is carrying out online and offline comparative research on brand ritual.
作者
温韬
王子威
Wen Tao;Wang Ziwei(School of Economics and Management,Dalian University,Dalian Liaoning 116622)
出处
《对外经贸》
2024年第1期27-30,共4页
FOREIGN ECONOMIC RELATIONS & TRADE
基金
大连市社科院2023年度项目“大连市电商直播业发展的路径与对策研究”(项目编号:2023dlsky142)。
关键词
品牌仪式
品牌管理
消费者行为
信息传播
Brand Ritual
Brand Management
Consumer Behavior
Information Dissemination
