消费者品牌偏好的形成及行为经济学视野的分析

本文认为,企业品牌产品在生产、销售、服务等价值链活动中的行为及信息传播构成了消费者从外部环境中认知品牌最基础的信息。成功的品牌信息会引起一种情感反应,可以把消费者与产品的距离拉近,品牌如能成为消费者自我实现或表现自我的媒介,消费者就会产生接受、喜欢的行为倾向。文章提出,消费者对品牌功能的预期是形成品牌情感的先决条件,偏好反转现象与消费行为倾向密切关联。

The Forming of Consumer's Brand Preference and an Analysis from the Angle of Behavioral Economic

A successful brand information may result in a kind of emotion reaction, and that will shorten the distance between consumer and product, and if the brand becomes a media of consumer to realize and express themselves, the consumer will generate a behavior proneness of receive and favorites. Meanwhile, depending on the analysis from the angle of behavior economic, this paper lists the method of how to form brand awareness, and directs the consumer anticipant on brand function is the premise requirement to form brand emotion, and there is closely relations between preference opposite changes and consuming behavior proneness.