基于语义记忆模型的品牌联想表征的分析  

Analysis on the Characterization of Brand Association Based on Semantic Memory Model

作　　者：赵岩[1] 周洋[2] 

机构地区：[1]兰州交通大学经济管理学院,甘肃兰州730070 [2]扬州工业职业技术学院,江苏扬州225127

出　　处：《兰州交通大学学报》2011年第2期12-16,53,共6页Journal of Lanzhou Jiaotong University

摘　　要：品牌联想是品牌形象塑造的重要构件,是品牌资产的重要组成部分。文章以认知心理学有关语义记忆理论与模型为支撑,探讨人脑长时记忆中品牌联想的表征问题。研究在有关概念阐述以及部分学者关于品牌联想维度的观点梳理基础上,参考实际调研结果,对品牌联想网络的节点分群、节点概念关系、节点连线、网络结构进行了描述与形象表达。Brand association is a key element of Brand Image molding and an important component of Brand capital. On the Supportive o[ Semantic Memory model and theory about Cognitive Psychology, this paper surveyed the characterization of Brand association in long-term memory. Based on concept explanation and point of view on brand association dimension, the paper make a description and active expression on the Node clustering,Concept relationship,Node connection and Network structure by consulting the investiga tion.

关 键 词：品牌联想 联想网络 语义记忆 

分 类 号：B849[哲学宗教—应用心理学]