论文部分内容阅读
品牌联想是构成品牌资产的重要组成部分。目前,品牌联想的研究一般是基于认知心理学的记忆网络模型为基础的,对于如何加强品牌联想强度的系统研究论述尚存在空白。本文基于认知心理学理论,把建立品牌联想的方法归为两种:反复策略和联系策略。并且还基于第一个策略对如何加强品牌联想给出了几点建议,在第二个策略里引入了“自我参照效应”来探讨如何加强品牌联想等问题。
Brand associations constitute an important part of brand equity. At present, the research of brand association is generally based on the memory network model of cognitive psychology. There is still a gap in the systematic study on how to strengthen the brand association strength. Based on the theory of cognitive psychology, this article classifies the methods of brand association into two types: repetitive strategy and contact strategy. And also based on the first strategy on how to strengthen the brand association made a few suggestions in the second strategy to introduce “self-reference effect ” to explore how to strengthen the brand association and other issues.