品牌关系:一个整合概念模型

品牌关系是近年来品牌理论研究中的一个热点问题,在品牌关系研究中,消费者——品牌关系一直是研究的中心,通过扩展对品牌关系主体的讨论,提出了一个基于品牌——消费者关系的品牌关系整合模型。该模型将参与品牌关系互动的主体区分为品牌外生因素和内生因素,其中外生因素包括其它品牌、利益关系人和环境,内生因素包括产品、公司和消费者;内生因素与消费者之间的互动,影响到消费者对品牌形成的认知。

Brand Relationship: An Integrated Concept Model

In recent years,brand relationship is a hot topic in the research of brand theory.In the researches of brand relationship,consumer-brand relationship has long been the focus of the research.Through the discussion of the main body of brand relationship,the author proposes an integrated model of brand relationship based on brand-consumer relationship.In the model,subjects in brand relationship are divided into extrinsic factors and intrinsic factors.Extrinsic factors include other brands,person interested and environment.Intrinsic factors include products,corporations and consumers.The author believes that the interaction between intrinsic factors and consumers influences brand recognition of focus consumers.