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首页  >  数字化时代建立领导品牌：理论与模式创新  >  详情

章节

重新理解品牌认知模式与品牌效应发生机制

关键词

作者

蒋廉雄 ，管理学博士，中山大学国际金融学院教授，博士生导师，美国北卡罗来纳大学（UNCatChapelHill）凯南—弗拉格勒商学院访问学者。长期从事品牌化战略的基础理论问题和重大现实问题研究。承担过多个国家、教育部和省级品牌研究课题。研究论文发表在《管理世界》等重要期刊上。研究成果先后获得教育部高等学校科学研究优秀成果奖（2009）和广东省哲学社会科学优秀成果奖（2015）。为宝洁公司、安利公司、BP公司、强生公司、丰田汽车、中国移动、中国电信、联想电脑、美的、东方通信、TCL、王老吉等企业提供过研究和咨询服务，是罐装凉茶饮料王老吉“预防上火”品牌定位的研究者和提出者。

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重新理解品牌认知模式与品牌效应发生机制

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章节目录

  • 一 引言
  • 二 概念基础
    1. （一）关于品牌和消费者的研究假定
    2. （二）驱动品牌认知和选择的社会知识表征
      1. 1.知识表征与品牌的类别化
      2. 2.概念与消费者品牌概念的形成
    3. （三）认知策略与品牌评价模式
    4. （四）品牌认知与品牌知识结构
  • 三 研究方法
    1. （一）访谈方法
    2. （二）分析方法
  • 四 研究发现
    1. （一）品牌原型作为品牌整体认知的一般性概念
      1. 1.品牌原型与品牌类别化
      2. 2.品牌原型的意义结构
      3. 3.品牌原型的形成
    2. （二）品牌原型的运用及形成过程
      1. 1.个案一：被访者李惠贤
      2. 2.个案二：被访者王光辉
      3. 3.个案三：被访者向曼
      4. 4.个案四：被访者刘坚强
    3. （三）品牌原型的作用机制
      1. 1.优先性的品牌类别化认知策略
      2. 2.品牌原型驱动的品牌类别化
      3. 3.基于品牌原型的类别化对品牌评价的影响
    4. （四）总结
      1. 1.基于品牌原型的品牌认知模式
      2. 2.品牌认知模式与品牌效应发生机制
  • 五 讨论
    1. （一）品牌知识理论的发展
      1. 1.品牌类别化的形成与思维方式
      2. 2.品牌原型的意义建构与思维方式
      3. 3.品牌原型的意义建构与文化价值观
    2. （二）对品牌化理论发展的主要贡献
      1. 1.提出了“认知-属性”研究范式一直未能解决的品牌概念的发展问题
      2. 2.为弥补品牌化分析中的不完整性问题提供了理论来源
      3. 3.为现有的消费者品牌认知的各种概念提供整合的基础
      4. 4.为超越产品类别水平的品牌研究提供了启发
    3. （三）管理启示
      1. 1.重新理解品牌的本质，寻求新的品牌化战略模式
      2. 2.思考营销要回到根本的问题
      3. 3.选择更优的品牌化战略方向
      4. 4.超越依赖广告这一传统的营销策略开展品牌营销创新，提升品牌效应

章节图片/图表

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