试论象征消费与品牌象征化
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外国经济与管理 2007 年 第 29 卷第 04 期, 页码：38 - 45
摘要
参考文献
摘要
随着当代社会文化状况下象征消费的高涨,企业的品牌管理实践所面临的一个重要课题就是如何实现品牌的象征化,即使企业的品牌成为消费者可用于建构和表达自我的一种象征。本文在整合现有象征消费研究成果的基础上,通过引入心理学和社会学中的自我理论,并将消费者的自我视为“象征空间”,初步建构了一个可用于指导企业进行品牌象征化实践的理论框架。
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[2]Baudrillard,J.Selected writings[M].Cambridge:Polity Press,1988:21-22.
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[4]McMracken,G.Culture and consumption:A theoretical account of the structure and movement of the cultural meaning of consumergoods[J].Journal Consumer Research,1986,13(1):71-84.
[5]Thompson,C J,and E J Arnould.Consumer culture theory(CCT):Twenty years of research[J].Journal of Consumer Research,2005,31(4):868-882.
[6]Schau,H J,and M G Gilly.We are what we post?Self-presentation in personal web space[J].Journal of Consumer Research,2003,30(3):385-404.
[7]Belk,R W.Possessions and the extended self[J].Journal of Consumer Research,1988,15(2):139-168.
[8]Ahuvia,A C.Beyond the extended self:Loved objects and consumers’identity narratives[J].Journal of Consumer Research,2005,32(1):171-184.
[9]KleineⅢ,R E,and S S Kleine.Mundane consumption and the self:A social-identity perspective[J].Journal of Consumer Psychology,1993,2(3):209-235.
[10]Belk,R W.The role of possessions in constructing and maintaining a sense of past[J].Advances in Consumer Research,1990,17:669-676.
[11]Keller,K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(Jan.):1-22.
[12]杨国枢.中国人的社会取向:社会互动的观点[J].中国社会心理学评论,2005,12:21-54.
[13]ReedⅡ,A.Activating the self-importance of consumer selves:Exploring identity salience on judgements[J].Journal of ConsumerResearch,2004,31(2):286-295.
[14]Kleine,S S,KleineШ,R E,and C T Allen.How is a possession“me”or“not me”?Characterizing types and antecedent of materialpossession attachment[J].Journal of Consumer Research,1995,22(Dec.):327-343.
[15]Alden,D L,Steenkamp,J-B E M,and R Batra.Brand positioning through advertising in Asia,North America,and Europe:Therole of global consumer culture[J].Journal of Marketing,1999,63(Jan.):75-87.
[16]Burke,P J.An identity model for network exchange[J].American Sociological Review,1997,62(1):134-250.
[17]Stryker,S,and P J Burke.The past,present,and future of an identity theory[J].Social Psychology Quarterly,2000,63(4):284-297.
[18]Park,C W,Jaworski,B J,and D J MacInnis.Strategic brand concept-image management[J].Journal of Marketing,1986,50(Oct.):134-145.
[19]Lawson,R,and S Balakrishnan.Developing and managing brand image and brand concept strategies[J].American Marketing Asso-ciation,1998,9:121-126.
①假设一位消费者正在经历身份A和B两种认同之间的冲突。“划清界线”的解决方案就是认同A而拒绝认同B。“折衷妥协”的解决方案假设A和B之间的冲突是一种零和游戏,并且试图在A和B之间创造一条认同的中间道路(既不是A,也不是B)。“综合”的解决方案假设冲突并不是一种零和游戏,A和B的综合可能为消费者同时带来A和B的大部分或所有的好处,因此这一方法导致了对一种新的可能的认同(既是A又是B),并使该认同能够提供以前不曾预料到的好处(Ahuvia,2005)。
[2]Baudrillard,J.Selected writings[M].Cambridge:Polity Press,1988:21-22.
[3]Wattanasuwan,K.The self and symbolic consumption[J].Journal of American Academy of Business,2005,6(1):179-184.
[4]McMracken,G.Culture and consumption:A theoretical account of the structure and movement of the cultural meaning of consumergoods[J].Journal Consumer Research,1986,13(1):71-84.
[5]Thompson,C J,and E J Arnould.Consumer culture theory(CCT):Twenty years of research[J].Journal of Consumer Research,2005,31(4):868-882.
[6]Schau,H J,and M G Gilly.We are what we post?Self-presentation in personal web space[J].Journal of Consumer Research,2003,30(3):385-404.
[7]Belk,R W.Possessions and the extended self[J].Journal of Consumer Research,1988,15(2):139-168.
[8]Ahuvia,A C.Beyond the extended self:Loved objects and consumers’identity narratives[J].Journal of Consumer Research,2005,32(1):171-184.
[9]KleineⅢ,R E,and S S Kleine.Mundane consumption and the self:A social-identity perspective[J].Journal of Consumer Psychology,1993,2(3):209-235.
[10]Belk,R W.The role of possessions in constructing and maintaining a sense of past[J].Advances in Consumer Research,1990,17:669-676.
[11]Keller,K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(Jan.):1-22.
[12]杨国枢.中国人的社会取向:社会互动的观点[J].中国社会心理学评论,2005,12:21-54.
[13]ReedⅡ,A.Activating the self-importance of consumer selves:Exploring identity salience on judgements[J].Journal of ConsumerResearch,2004,31(2):286-295.
[14]Kleine,S S,KleineШ,R E,and C T Allen.How is a possession“me”or“not me”?Characterizing types and antecedent of materialpossession attachment[J].Journal of Consumer Research,1995,22(Dec.):327-343.
[15]Alden,D L,Steenkamp,J-B E M,and R Batra.Brand positioning through advertising in Asia,North America,and Europe:Therole of global consumer culture[J].Journal of Marketing,1999,63(Jan.):75-87.
[16]Burke,P J.An identity model for network exchange[J].American Sociological Review,1997,62(1):134-250.
[17]Stryker,S,and P J Burke.The past,present,and future of an identity theory[J].Social Psychology Quarterly,2000,63(4):284-297.
[18]Park,C W,Jaworski,B J,and D J MacInnis.Strategic brand concept-image management[J].Journal of Marketing,1986,50(Oct.):134-145.
[19]Lawson,R,and S Balakrishnan.Developing and managing brand image and brand concept strategies[J].American Marketing Asso-ciation,1998,9:121-126.
①假设一位消费者正在经历身份A和B两种认同之间的冲突。“划清界线”的解决方案就是认同A而拒绝认同B。“折衷妥协”的解决方案假设A和B之间的冲突是一种零和游戏,并且试图在A和B之间创造一条认同的中间道路(既不是A,也不是B)。“综合”的解决方案假设冲突并不是一种零和游戏,A和B的综合可能为消费者同时带来A和B的大部分或所有的好处,因此这一方法导致了对一种新的可能的认同(既是A又是B),并使该认同能够提供以前不曾预料到的好处(Ahuvia,2005)。
引用本文
王长征. 试论象征消费与品牌象征化[J]. 外国经济与管理, 2007, 29(4): 38–45.
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