品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析

品牌形象是品牌研究领域的重要概念,然而品牌形象的系统结构始终没有得到学术界广泛和统一的共识。本文从企业和消费者两方面的角度对品牌形象的构成模型进行了综述与评价,指出品牌形象是连接消费者头脑中的品牌联想与企业建立的品牌识别的中间变量,企业与消费者之间通过品牌形象建立了互动与信任的关系。文章提出了基于消费者心理与企业战略的品牌形象研究框架,并指出了品牌形象构成模型未来研究的方向。

Brand image composing mode comment and evaluation——brand image composition and relation analysis under the angle of consumer and enterprise

Brand image is one of the most important concepts in the field of brand research area.Yet,what are the systematical components of brand image have not been identified consistently.This article will give a review of assessments on brand image models from both consumers' and companies' perspective.The research summarizes that brand image is a mediator which links brand associations in consumers' minds and brand identity build by companies.The article also proposes an integrated research framework of brand image based on consumers' minds and companies' strategy.Future directions on brand image models are given in the conclusion.