品牌象征意义形成机制研究
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外国经济与管理 2009 年 第 31 卷第 11 期, 页码：58 - 65
摘要
参考文献
摘要
营销者对品牌象征意义形成机制的理解直接关系到品牌象征定位的执行效果。本文在文献梳理的基础上提出了一个解释产品象征意义形成机制的综合分析框架,并把品牌象征意义的形成概括为三个关键的过程(即文化意义转移、个体意义汲取/注入及社会互动),最后讨论了它的营销管理意义。
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[3]Escalas,J E,and J R Bett man.Self-construal,reference groups,and brand meaning[J].Journal of Consumer Research,2005,32(3):378-389.
[4]Grubb,E L,and HL Grathwohl.Consumer self-concept,symbolismand market behavior[J].Journal of Marketing,1967,31(Oct.):22-27.
[5]McCracken,G.Culture and consumption:A theoretical account of the structure and the movement of the cultural meaning of consumer goods[J].Journal of Consumer Research,1986,13(1):71-84.
[6]Arnold,S J,and E Fischer.Hermeneutics and consumer research[J].Journal of Consumer Research,1994,21(1):55-70.
[7]Thompson,C J.Interpreting consumer:Ahermeneutical frameworkfor deriving marketinginsights fromthe texts of consumers’con-sumption stories[J].Journal of Marketing Research,1997,34(4):438-455.
[8]Ligas,M,and J Cotte.The process of negotiating brand meaning:Asymbolic interactionist perspectives[J].Advances in Consumer Research,1999,26(5):609-614.
[9]Elliot,R,and K Wattanasuwan.Brands as symbolic resources for the construction of identity[J].International Journal of Advertising,1998,17(2):131-144.
[10]Stryker,S,and P J Burke.The past,present,and future of anidentity theory[J].Social Psychology Quarterly,2000,63(4):284-297.
[11]Burke,P J.Anidentity model for network exchange[J].American Sociological Review,1997,62(1):134-250.
[12]Hirshman,E C.The creation of product symbolism[J].Advances in Consumer Research,1985,32(3):327-331.
[13][美]保罗.梅德里.视觉说服——形象在广告中的作用[M].(王波译).北京:新华出版社,2004.
[14]王长征.消费者抵制与品牌营销范式创新[J].外国经济与管理,2004,26(8):35-39.
[15]Ott,B L.“I’m Bart simpson,whothe hell are you-”Astudyin post modernidentity(re)construction[J].Journal of Popular Culture,2003,37(1):56-82.
[16][英]齐格蒙.鲍曼.后现代性及其缺憾[M].(郇建立,李静韬译).上海:学林出版社,2002.
[17]Belk,R W,and K Tian.Extended self and possessions in the workplace[J].Journal of Consumer Research,2005,32(Sep.):297-310.
[18]Ahuvia,A C.Beyond the extended self:Loved objects and consumers’identity narratives[J].Journal of Consumer Research,2005,32(1):171-184.
[19]Banister,E N,and K H Margaret.Negative symbolic consumption and consumers’drive for self-esteem[J].European Journal of Marketing,2004,38(7):850-868.
[20]A,ReedⅡ,and L E Bolton.The complexity of identity[J].MIT Sloan Management Review,2005,46(3):18-22.
引用本文
王长征, 周学春. 品牌象征意义形成机制研究[J]. 外国经济与管理, 2009, 31(11): 58–65.
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