| 品牌象征意义内涵研究 |
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| 引用本文： | 侯历华. 品牌象征意义内涵研究[J]. 当代经济管理, 2007, 29(5): 19-22 |
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| 作者姓名： | 侯历华 |
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| 作者单位： | 上海财经大学,国际工商管理学院,上海,200439 |
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| 摘 要： | 品牌象征意义指的是消费者根据自己的价值现对品牌所产生的一种主观感受.近年来,西方学者对品牌象征意义进行了积极的探讨.本文通过对品牌象征意义的相关理论进行梳理,归纳总结了品牌象征意义的产生、理论基础、内涵、形成和载体,并在此基础上对这一理论现阶段的发展做出了简要的评价.
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| 关 键 词： | 象征意义 自我概念 个体自我 社会自我 |
| 文章编号： | 1673-0461（2007）05-0019-04 |
The Symbolic Meaning of Brand: a Literature Review Abroad |
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| HOU Li-hua. The Symbolic Meaning of Brand: a Literature Review Abroad[J]. Contemporary Economic Management, 2007, 29(5): 19-22 |
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| Authors: | HOU Li-hua |
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| Abstract: | The symbolic meaning of brand is a subjective feeling of consumers' value.Recently western scholars have discussed it actively.The paper summarizes its cause,theoretic foundation,connotation,formation and carrier.Then,a brief evaluation is made on its current development of such research. |
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| Keywords: | symbolic meaning self-concept personal self-concept social self-concept |
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