品牌认知模式与品牌效应发生机制:超越“认知—属性”范式的理论建构  

The Brand Cognitive Model and its Occurrence Mechanism of the Brand Effects:a Theoretical Construction that Surpasses the"Cognition- Attribute"Paradigm

作　　者：蒋廉雄[1] 朱辉煌[2] 

机构地区：[1]中山大学国际商学院 [2]中山大学管理学院

出　　处：《管理世界》2010年第9期95-115,共21页Journal of Management World

基　　金：国家自然科学基金项目<品牌原型的概念化;形成及其作用机制研究>(编号:70972077);广东省自然科学基金项目(编号:9451027501002577);教育部人文社会科学重点研究基地重大项目(编号:06JJD630020)的研究成果

摘　　要：揭示品牌效应发生机制是品牌理论和管理实践的基础问题。但受"认知—属性"研究范式的局限,研究者们一直只在产品类别水平上对品牌特定的构成性属性进行研究,没有关注和建立消费者品牌认知的一般性概念,更未对其品牌认知模式进行有效的理论建构。该研究以社会知识理论建立起研究假定和概念基础,通过对消费者品牌经验的现象学访谈,在超类别水平上建立了品牌认知模式和品牌效应发生机制的分析框架。研究发现,消费者对品牌存在一般性的整体认知—品牌原型。基于品牌原型的认知过程体现了消费者关于品牌的认知模式。在品牌认知过程中,它作为认知参照点影响消费者对品牌、品牌属性的感知、评价及品牌态度形成。品牌原型产生的这种"驱动效应"对品牌效应发生的消费者机制提供了新的解释,并提出重新理解和发现品牌本质,建立"期望—原型化"的品牌战略模式建议。To reveal the occurrence of the effect of the brand mechanism is a basic issue of the brand theory and practice.However,limited by the research paradigm of'cognition-attribute',researchers have been studying the given compositional attributes of brands only at the level of product categories,without paying much attention to the formulation of the general brand concept defined by consumers,let alone effectively and theoretically constructing the cognitive model of brands.By the use of the theory of social knowledge,we have,in this article, made a research assumption and a conceptual foundation,and,by phenomenological interviews to consumers concerning their experience in brands,constructed,at the across-category level,a model of brand cognition and an analytic framework of the occurrence mechanism of the brand effect.By our study,we have discovered that consumers only have a general holistic cognition of brands—the prototype of brands.The prototype-based cognitive process reflects consumers' cognitive model about brands.In the process of brand cognition,the brand prototype as a reference point,affects consumers' perception and evaluation of brands and their attitudes toward brands. The'prototype-driven effect'has provided new insight and explanation for the mechanism of the occurrence of the brand effect.Finally,we have offered our suggestions about re-understanding and discovering the nature of brands and about the construction of the model of the brand strategy of'expectation-prototypical-ization'.

关 键 词：品牌认知 品牌原型 品牌知识 品牌资产 品牌效应 

分 类 号：F273.2[经济管理—企业管理]