城市融入过程中消费者品牌原型构建研究  

Convergence or Separation:A Theoretical Construction of the Brand Prototype of Consumers in City Migration

作　　者：李义敏[1] 沈蕾[2] 孟华[3] 

机构地区：[1]上海工程技术大学管理学院 [2]东华大学管理学院 [3]上海师范大学人文与传播学院

出　　处：《管理学报》2016年第9期1410-1420,共11页Chinese Journal of Management

基　　金：国家社会科学基金资助项目(11BGL067);上海市教委科研基金资助项目(ZZGCD15025)

摘　　要：从城市融入过程中消费者品牌原型构建出发,借助质性研究的资料分析方法,对城市融入背后所内隐的社会阶层差异对消费者品牌认知结果的影响过程进行了分析。研究发现,在消费者品牌原型的构建过程中,阶层差异并不对其原型的形成产生影响,但是对品牌信息线索的影响尚需要做进一步的实证检验。研究进而认为,品牌原型是消费者对品牌的一般性整体认知过程,并可以从营销地位、社会声名、表现能力3个维度作为认知参照点影响消费者对品牌、品牌属性的感知、评价及品牌态度的形成。Starting from the brand prototype of consumers in city migration,and by the use of hermeneutic approach,this study finds that social class differentiation has the impact on process of the brand cognition of consumers,which underlies the brand prototype.The results suggest that social class differentiation has no effect on the formation of prototype construct.The same impact of the information cues also needs to be further tested.By this study,the paper has discovered that consumers have a general holistic cognition of brands-the prototype of brands.In the process of brand cognition,the brand prototype as a reference point includes three dimensions as marketing status,social statement,and performance ability,which,affect consumers perception and evaluation of brands and their attitudes toward brands.

关 键 词：品牌原型 品牌认知 品牌态度 阶层差异 

分 类 号：C93[经济管理—管理学]