父辈品牌代际影响中的消费者社会化机制  

The Socialized-consumers Mechanism the Intergenerational Influence of the Parental Brand

作　　者：徐岚[1] 崔楠[1] 熊晓琴[2] 

机构地区：[1]武汉大学经济与管理学院市场营销与旅游管理系 [2]复旦大学管理学院

出　　处：《管理世界》2010年第4期83-98,共16页Journal of Management World

基　　金：国家自然科学基金项目(70702019;70972092);教育部人文社会科学研究项目(09YJC630178)资助

摘　　要：本研究选择父辈品牌代际影响作为切入点,借助解释学研究方法,对品牌代际影响背后内隐的消费者社会化机制进行了分析,研究发现,在父辈品牌的代际影响中,存在着四种不同的消费者社会化机制——社会学习、情境记忆构建、关系认同以及符号互动。研究进而对这四种社会化机制的概念描述、作用机理、基础理论等分别进行了总结和归纳,讨论了父辈品牌在各社会化机制中的作用,并在此基础上提出管理建议。Starting from the effect of the intergeneration of parental brands, and by the use of hermeneutic approach, we have, in this article, analyzed the system of the socialization of consumers, the system that underlies the intergenerational effect in brand and found that, in the intergenerational impact of the parental brand, there are four different setups of the socialization of consumers: social learning, episodic memory construction, relationship identification and symbolic interaction. We have described, summarized, inducted the conceptions, the functional mechanisms and the basic theory, of the four setups mentioned above, discussed the effect of the parental brands on the various mechanisms of socialization, and, on this basis, offered our suggestions about management.

关 键 词：父辈品牌 代际影响 消费者社会 化代际传承 

分 类 号：F273.2[经济管理—企业管理]