基于多模态隐喻整合模型的品牌名感知-认知研究  

Study on Affect-Cognition toward Brand Name Based on the Conceptual Integration Model of Multimodal Metaphor Construction

作　　者：王蕾[1,2] 应思艺 顾庆良[1] 杨以雄[3] WANG Lei YING Siyi GUQingliang YANG Yixiong(Glorious Sun School of Business and Management College of Foreign Languages Fashion and Art Design Institute, Donghua University, Shanghai 200051, China)

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]东华大学外语学院,上海200051 [3]东华大学服装艺术设计学院,上海200051

出　　处：《东华大学学报（自然科学版）》2017年第3期443-449,共7页Journal of Donghua University(Natural Science)

基　　金：上海市教委海派时尚设计及价值创造知识服务中心资助项目(13S1070241);中央高校基本科研业务费专项资金人文社科基地培育资助项目(15D111424)

摘　　要：鉴于品牌跨国运作对消费者国际化品牌名感知-认知机理研究的需求,依托品牌名多模态隐喻整合模型,提炼感知维度,实施双语品牌名组的"听-看-读"3环节感知效果测试和"记忆、联想及态度"测试以及眼动实验.实验结果验证了品牌名多模态隐喻整合模型的构建原理以及品牌名组感知效果与认知效应的相关性假设,获得"读"环节感知维度与态度的回归方程,发现"读-好感度"对提升品牌名组态度的作用显著.Given that multinational operation of brand calls for study on the mechanism of consumers＇ affect and cognition toward international brand names, this paper based on the conceptual integration model of multimodal metaphor construction of brand name, extracts perceptual dimensions, and implentnents a three-stage perceptive effect test of ＂listening-viewing-reading＂ and cognitive effect test of ＂memory-association-attitude＂ with eye tracking experiment on bilingual brand name groups. The result is consistent with the principle of the conceptual integration model of multimodal metaphor construction of brand name and correlation hypothesis on affect-cognitive effects of brand name groups, regression equation of affect dimensions is achieved in ＂reading＂ stage on attitude toward brand names and it is found that ＂reading-favorability＂ has significant effects on improving consumers＇ attitude toward brand name groups.

关 键 词：多模态隐喻整合模型 品牌名 感知维度 记忆 联想 态度 

分 类 号：F270[经济管理—企业管理] H030[经济管理—国民经济]