一、多样化的“顾客”:信息接收者与购买者对于品牌形象的研究通常包含了顾客、企业和市场三要素,这也是既往研究中所选择的三个研究视角。从顾客的角度来看,品牌形象是对于某公司或某产品的品牌联想,联想即为虚拟的内容,可以诞生于其吸引人的优点,也可源自其令人排斥的缺点。最初品牌伴随着产品而诞生,但是随着用户体验以及广告宣传等其他活动的影响,品牌的 First, the diversification “customer ”: the receiver and buyer of information The study of brand image usually includes the three elements of customers, enterprises and markets, which is also the three research perspectives selected in previous studies. From the consumer’s point of view, a brand image is a brand association of a company or a product. Associations are virtual content that can be born out of its attractive advantages, but also from its exclusionary disadvantage. The first brand was born with the product, but with the user experience and advertising and other activities, the brand’s