品牌原型的理论基础、研究回顾与展望
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外国经济与管理 2010 年 第 32 卷第 01 期, 页码：41 - 49
摘要
参考文献
摘要
消费者品牌认知研究虽然取得了丰硕的成果,但我们对消费者品牌认知仍缺乏整体性的理解。品牌原型理论为完整理解消费者品牌认知,揭示品牌资产的来源和形成机制,提供了更具一般性的理论和方法 ,并可拓展当前以联想网络理论为主导的消费者品牌理论分析框架和概念基础。本文回顾了品牌原型的理论基础、概念定义和研究现状,并从品牌原型的理论建构、意义和测量、形成机制和作用机制等方面阐释了有待未来研究的主要问题。
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[2] Ratneshwar,S,and Allan D Shocke.The application of prototypes and categorization theory in marketing:Some problems and alternative perspectives[J].Advances in Consumer Research,1988,15(1) :280--285．
[3] Lawson,Robert.Consumer knowledge structures:Networks and frames[J].Advances in Consumer Research,1998,25(1) :334--340．
[4] Keller,Kevin Lane.Strategic brand management[M].NJ:Pearson Education LTD,2008．
[5] Keller,Kevin Lane.Brand synthesis:The multidimensionality of brand knowledge[J].Journal of Consumer Research,2003,29(Mar.):595--600．
[6] Cohen,Joel B,and Kunal Basu.Alternative models of categorization:Toward a contingent processing framework[J].Journal of Consumer Research,1987,13(Mar.):455-472．
[7] Sujan,Mita.Consumer knowledge:Effects on evaluation strategies mediating consumer judgments[J].Journal of Consumer Research,1985,12(Jun.):31--46．
[8] Lawson,Robert.Consumer knowledge structures:Background issues and introduction[J].Psychology & Marketing,2002,19 (6) :447-455．
[9] Malt,Barbara C.An on-line investigation of prototype and exemplar strategies in classification[J].Journal of Experimental Psychology,1989,15(4) :9--555．
[10] Markman,Arthur B,and Brian H Ross.Category use and category[J].Psychological Bulletin,2003,129(4) :592--613．
[11] Basu,Kunal.Consumers' categorization processes:An examination with two alternatives methodological paradigms[J].Journal of Consumer Psychology,1993,2(2) :97--111．
[12] Chin-Parker,Seth,and Ross,Brian H.Diagnosticity and prototypicality in category learning:A comparison of inference learning and classification learning[J].Journal of Experimental Psychology:Learning,Memory & Cognition,2004,30(1) :216--226．
[13] MacLaury,Robert E.Prototypes revisited[J].Annual Review of Anthropology,1991,20:55--74．
[14] Loken,B,and Ward,J.Alternative approaches to understanding the determinants of typicality[J].Journal of Consumer Research,1990,17(Sep.):111--126．
[15] Park,C Whan,and Daniel C Smith.Product-level choice:A top-down or bottom-up process? [J].Journal of Consumer Research,1989,16(Dec.):289-299．
[16] Mao,Huifang,and H Shanker Krishnan.Effects of prototype and exemplar fit on brand extension evaluations:A two-process contingency model[J].Journal of Consumer Research,2006,33(Jun.):41-49．
[17] Keller,Kevin Lane.Conceptualizing,measuring and managing customer-based brand equity[J].Journal of Marketing,1993,57(1) :1-22．
引用本文
蒋廉雄, 何云, 朱辉煌, 等. 品牌原型的理论基础、研究回顾与展望[J]. 外国经济与管理, 2010, 32(1): 41–49.
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