【摘要】：消費(fèi)者形成良性的品牌符號(hào)心理聯(lián)想,是企業(yè)品牌資產(chǎn)形成的重要表現(xiàn)。但由于缺乏品牌符號(hào)聯(lián)想形成的理論框架,企業(yè)在生成預(yù)期的品牌資產(chǎn)上面臨困難。將知識(shí)激活擴(kuò)散模型應(yīng)用到品牌符號(hào)聯(lián)想的形成機(jī)制上,提出品牌符號(hào)聯(lián)想形成的三個(gè)環(huán)節(jié):聯(lián)想節(jié)點(diǎn)的選擇環(huán)節(jié);節(jié)點(diǎn)連線的建立環(huán)節(jié);節(jié)點(diǎn)間的聯(lián)結(jié)反饋與調(diào)節(jié)環(huán)節(jié)。品牌符號(hào)絕對(duì)不是輕易可以構(gòu)建的,它的形成是一個(gè)漸進(jìn)的、積累的、網(wǎng)絡(luò)化的過(guò)程。它的形成必須包括品牌所有者、消費(fèi)者、媒體傳播者等多方參與。品牌所有者在把握品牌符號(hào)聯(lián)想知識(shí)形成三階段過(guò)程中,應(yīng)該采取相應(yīng)的對(duì)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.
【作者單位】： 湖南文理學(xué)院;
【基金】：湖南省科技廳科研資助項(xiàng)目“基于核心消費(fèi)價(jià)值差異的品牌忠誠(chéng)分類測(cè)度模型研究”(2012ZK3086)
【分類號(hào)】：F273.2

【參考文獻(xiàn)】

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