从单向视角到整体视角:品牌知识研究回顾与展望
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外国经济与管理 2008 年 第 30 卷第 06 期, 页码：42 - 50
摘要
参考文献
摘要
品牌知识理论旨在探讨、解释品牌现象和品牌资产形成的消费者心理机制。以往基于消费者的品牌研究基本上是单向视角的,自品牌资产理论出现后,整体视角的研究开始受到重视。本文回顾了品牌知识研究的演化过程,并探讨了进行整体视角的品牌知识研究所需解决的关键问题。
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[2]Keller,Kevin Lane.Brand synthesis:The multidi mensionality of brand knowledge[J].Journal of Consumer Research,2003,29(4):595-600.
[3]Keller,Kevin Lane.Conceptualizing,measuring and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[4]Park,C W,Bemard J Jaworski,and Deborah J MacInnes.Strategic brand concept-i mage management[J].Journal of Marketing,1986,50(Oct.):621-635.
[5]Alba,Joseph W,and J Wesley Hutchinson.Di mensions of consumer expertise[J].Journal of Consumer Research,1987,13(Mar.):411-454.
[6]Brucks,Merrie.Atypology of consumer knowledge content[J].Advances in Consumer Research,1986,13:58-63.
[7]Dacin,Peter A,and Andrew A Mitchell.The measurement of declarative knowledge[J].Advancesin Consumer Research,1986,13(1):454-459.
[8]Park,C W,Feick,L,and Mothersbaugh,D L.Consumer knowledge assessment:How product experience and knowledge ofbrands,attributes,and features affects what we think we know[J].Advances in Consumer Research,1992,19(1):193-198.
[9]Park,C W,P Meryl,and Vinod K Thukral.Self-perceived knowledge:Some effects oninformation processing for a choice task[J].American Journal of Psychology,1988,101(Fal.):401-424.
[10]Mitchell,Andrew A,and Peter A Dacin.The assessment of alternative measures of consumer expertise[J].Journal of ConsumerResearch,1996,23(Dec.):219-239.
[11]Russo,J Edward,and Eric J Johnson.What do consumers know about familiar products?[J].Advances in Consumer Research,1980,7:417-423.
[12]Mitchell,Andrew A.Models of memory:I mplications for measuring knowledge structures[J].Advances in Consumer Research,1982,9:45-51.
[13]Hoeffler,Steve,and Kevin Lane Keller.The marketing advantages of strong brands[J].Journal of Brand Management,2003,10(6):421-445.
[14]Lefkoff-Hagius,Roxanne,and Charlotte H Mason.Characteristic,beneficial,andi mage attributes in consumer judgments of si mi-larity and preference[J].Journal of Consumer Research,1993,20(Jun.):100-110.
[15]Keller,Kevin Lane.Strategic brand management[M].Upper Saddle River,NewJersey:Prentice Hall,Inc.,2008.
[16]Kanwar,Rajesh,Lorna Grund,and Jerry C Olson.When dothe measures of knowledge measure what we thinkthey are measuring?[J].Advances in Consumer Research,1990,17(1):603-608.
[17]Kanwar,Rajesh,Jerry C Olson,and Laura S Si ms.Toward conceptualizing and measuring cognitive structures[J].Advances inConsumer Research,1981,8:122-127.
引用本文
蒋廉雄. 从单向视角到整体视角:品牌知识研究回顾与展望[J]. 外国经济与管理, 2008, 30(6): 42–50.
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