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消费者心理在品牌价值的实现中占据着重要的位置。在同样的商品效用前提下,消费者为什么要选择名牌?这在以往的研究中涉及较多,但是许多研究只是从消费品牌的商品原点出发,事实上品牌消费不仅是消费者个体的心理历程,也是整个社会环境作用的结果。文化消费在不知不觉中已延伸到消费者的消费行为当中,人们的品牌消费已成趋势。文章将通过已有的学科理论对消费者的品牌消费心理做出更全面的解释。
Consumer psychology occupies an important position in the realization of brand value. In the same premise of the utility of goods, why consumers choose brand name? This involves more in previous studies, but many studies only from the starting point of the consumer brand of goods, in fact, brand consumption is not only the psychological process of individual consumers, It is also the result of the role of the entire social environment. Cultural consumption has unknowingly been extended to the consumer behavior among consumers, people’s brand consumption has become a trend. The article will make a more comprehensive explanation of consumers’ brand consumption psychology through the existing discipline theory.