摘要
本研究选择父辈品牌代际影响作为切入点,借助解释学研究方法,对品牌代际影响背后内隐的消费者社会化机制进行了分析,研究发现,在父辈品牌的代际影响中,存在着四种不同的消费者社会化机制——社会学习、情境记忆构建、关系认同以及符号互动。研究进而对这四种社会化机制的概念描述、作用机理、基础理论等分别进行了总结和归纳,讨论了父辈品牌在各社会化机制中的作用,并在此基础上提出管理建议。
Starting from the effect of the intergeneration of parental brands, and by the use of hermeneutic approach, we have, in this article, analyzed the system of the socialization of consumers, the system that underlies the intergenerational effect in brand and found that, in the intergenerational impact of the parental brand, there are four different setups of the socialization of consumers: social learning, episodic memory construction, relationship identification and symbolic interaction. We have described, summarized, inducted the conceptions, the functional mechanisms and the basic theory, of the four setups mentioned above, discussed the effect of the parental brands on the various mechanisms of socialization, and, on this basis, offered our suggestions about management.
出处
《管理世界》
CSSCI
北大核心
2010年第4期83-98,共16页
Journal of Management World
基金
国家自然科学基金项目(70702019
70972092)
教育部人文社会科学研究项目(09YJC630178)资助
