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刘颖 《中国商贸:销售与市场营销培训》2011,(9)
随着社会经济的日益发展,商品竞争日益激烈,品牌形象已经成为企业关注最多的热点话题之一。广告作为塑造品牌的重要工具之一,对塑造品牌形象有积极有效的作用,但是也有消极的作用。本文在分析广告与品牌形象的关系的基础上,提出利用广告的积极作用塑造品牌形象的对策建议。 相似文献
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品牌形象树立的消费心理因素 总被引:2,自引:0,他引:2
在感性消费占据主导地位的当今消费领域,消费者一般认牌购买商品。企业一旦有了著名品牌,在市场上就会吸引大批的实际购买者和潜在购买者。因而,制造商都期望自己的产品成为一个名牌产品,经销商也乐于销售名牌。事实证明,品牌形象良好 相似文献
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为适应新兴商业社会广告竞争环境的需要,植入式广告应运而生,本文从植入式广告发展现状及表现形式出发,具体阐述植入式广告与品牌形象塑造的关系。 相似文献
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《现代营销(创富信息版)》2020,(1):96-97
新媒体时代的到来,微电影广告已经成为一种重要的营销方式,其对品牌形象的塑造有重要的影响。本文通过对微电影广告的概述与对品牌形象的分析,将从品牌个性、品牌社会认同以及品牌地位等三个方面来探讨微电影广告对于品牌形象的影响作用。 相似文献
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《现代营销(创富信息版)》2019,(2)
音乐从古至今一直都存在,早在先秦时期,音乐就以叫卖的方式出现。古人用用诗歌和歌谣来描述自己的商品。可以说当时的这种交易方式就是广告音乐的雏形。随着社会的发展,时代的进步,互联网,电视,广播等新媒体的出现,逐渐形成了我们今天的现代广告音乐。在新媒体环境下,企业的品牌形象已经成为了核心,但企业在制作广告时,往往注重的是画面,而忽略了音乐对于广告的重要。在当前经济发展如此迅速的时期,对广告音乐的研究更显得尤为重要。 相似文献
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本文主要研究消费观念在广告作用下的嬗变,通过广告对消费观念的影响,阐述了广告是时代特征在消费观念中的折射,揭示了消费观念决定消费心理需要,以及消费符号对消费心理取向的决定作用,推论出消费符号改变消费观念的结论. 相似文献
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《Journal of Marketing Management》2013,29(3-4):457-474
Despite the massive growth in sponsorship activity of all kinds, academic research is still in its infancy in this area. This is particularly true with regards the effect of sponsorship on the brand image of the sponsor. This article seeks to address this by producing a conceptual framework of factors that influence sponsorship's effect on brand image transfer (BIT) amongst consumers. The findings from existing research are summarised and highlighted. Where there is a lack of research, 'appropriate' theory from the wider branding literature is used to develop the discussion. Thus, brand knowledge, power, fit and quality are considered as influences on the BIT process. A model of the actual process by which brand image transfers is developed and conditions influencing the strength of the transfer are identified. From this overall analysis, implications for both sponsors and sponsored are discussed and future research directions are outlined. 相似文献
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广告的定位与品牌的塑造 总被引:1,自引:0,他引:1
在企业的发展过程中做广告可以说已经成为一个企业增加销量、提高知名度的必然选择,但是广告在品牌塑造过程中到底起着什么样的作用,它和品牌的关系如何?为此对这一问题进行分析,并找出一些看法。 相似文献
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Published research has shown that an alliance with a well‐known, reputable brand can improve quality perceptions of a previously unknown focal brand. Much of this research is based on signaling theory's bonding hypothesis. However, customers face information search costs when evaluating brands with which they may be unfamiliar. The authors contend that, since consumers are self‐interested, they will prefer to realize cost savings for themselves relative to a future conditional opportunity to punish a false signal sender. Three studies show that the effect of brand ally information on quality perceptions of an unfamiliar brand is mediated by perceived risk reduction due to lower information search costs. 相似文献
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品牌个性、消费者真实自我与品牌态度 总被引:1,自引:0,他引:1
基于FCB Grid模型视角,运用实证分析的方法研究品牌个性与消费者真实自我对品牌态度的影响。研究发现,高涉入度/认知型和高涉入度/情感型品牌的品牌个性与真实自我概念一致的群体比不一致的群体具有更高的品牌态度,在此类品牌的塑造上考虑注入品牌个性的五个维度中的"智"和"雅"的个性特征,低涉入度/认知品牌未显示出显著的品牌个性,低涉入度/情感型品牌的一致群体与不一致群体均显示出显著的品牌个性。 相似文献
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广告的价值产生于策划中的系统整合。广告价值的体现,除了有形的价值,更重要的是具有战略意义的无形价值。技、艺、道的完美结合是广告价值的升华,对外的传播效应和对内的内聚力是广告价值产生的效应,同样的产品,会由于不同的广告设计导致不同的广告价值,进而形成不同的品牌价值。 相似文献
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Product assortment is one of the most important factors within retail strategy and number of brands offered is a key dimension. Retailers face the challenge balancing assortments that are large enough to attract and satisfy consumers, while also being efficient and profitable. Brand exclusivity arrangements within mass retailers are a developing phenomenon in the marketplace. Consumer reaction to these arrangements is not well understood by retailers, nor are they studied in the literature. This study examines the impact brand exclusivity arrangements and their context may have on customer satisfaction. A field experiment finds that the negative consumer response to imposed brand exclusivity is significantly larger than that associated with the mere reduction in the number of brands. 相似文献