消费者集体或群体的共享性认识,是企业品牌价值真正的社会基础。消费者在认可一个企业品牌的过程中,遵循着一种思维逻辑,即通过现有对某企业认识的已知部分,来推断对该企业的整体认识。更进一步,与该企业品牌相联系的企业、个人,由此也可以分享该企业品牌带来的社会声誉。从认识论角度来看,这种消费者集体的认识模式符合归纳法,符合人们认识事物的模式。从社会学角度来看,这种集体认识方式具有 The collective knowledge of consumers’ collectives or groups is the true social foundation of the corporate brand value. In the process of recognizing a corporate brand, consumers follow a logic of thinking, that is, to infer the overall knowledge of the company through the existing known parts of a company’s knowledge. Furthermore, companies and individuals associated with the company’s brand can also share the social reputation of the company’s brand. From the perspective of epistemology, this type of cognitive model of consumer conforms to the induction method and conforms to the pattern of people’s understanding of things. From the perspective of sociology, this collective knowledge approach has