CAJ | 학술논문

品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。品牌印象形成涉及到类别信息加工和个别化信息加工两方面,其认知加工模式还存在争议。品牌印象实证研究主要存在以品牌主观形象为核心的品牌印象研究和以品牌拟人化特征为焦点的品牌印象研究两条线路。在分析比较的基础上,我们认为无论是品牌形象研究线路还是品牌人格研究线路,探讨的都是品牌的客观特性在消费者头脑中留下的主观印象,其本质都是对消费者品牌印象的研究。品牌印象是品牌与消费者的关系基础。品牌建设的任务就是在深刻把握消费者品牌印象形成机制的基础上,通过调节和控制消费者对品牌的认知、联想、态度、信任和忠诚来积累品牌资产。
품패인상시소비자기우대품패신식적감지화체험이재두뇌중류하적품패부분혹정체신식。품패인상형성섭급도유별신식가공화개별화신식가공량방면,기인지가공모식환존재쟁의。품패인상실증연구주요존재이품패주관형상위핵심적품패인상연구화이품패의인화특정위초점적품패인상연구량조선로。재분석비교적기출상,아문인위무론시품패형상연구선로환시품패인격연구선로,탐토적도시품패적객관특성재소비자두뇌중류하적주관인상,기본질도시대소비자품패인상적연구。품패인상시품패여소비자적관계기출。품패건설적임무취시재심각파악소비자품패인상형성궤제적기출상,통과조절화공제소비자대품패적인지、련상、태도、신임화충성래적루품패자산。
Brand impression is the partial or whole information of a brand in the consumer＇s mind that comes from consumer＇s perception and experience.Brand impression formation involves both category-based processes and attribute-based processes（schematic and categorical approaches vs.fully attribute-oriented approaches）,but its cognition process model is still controversial.Common sense suggests that consumers do not use just one strategy to understand a brand;they use a variety of strategies.People often make sense of a brand by categorizing it,and,consequently,consumer＇s brand impressions are often primarily based on stereotypes and categories. Alternatively,consumers sometimes make sense of a brand by focusing instead on the brands own particular individualizing characteristics, forming impressions based on the brand＇s attributes that go beyond category membership.Two kinds of theories are introduced,one of them being the information integration theory of the brand impression formation,which holds the view that one＇s impression of a brand reflects an integration of the information known to characterize that brand,for example,a consumer forms his brand impression based on the overall Gestalt of the brand or based on the attributes of the brand as elements;the other theory is a continuum of impression formation, from category-based to individualizing processes.It is necessary to distinguish between category-based,top-down processes on the one hand,and attribute-based,bottom-up processes on the other hand.Fiske and Neuberg（1990） suggested that impression formation occurred along a continuum ranging from fully category-based processes to fully attribute-based processes.They assumed that the two represented the extreme endpoints of a continuum that also has intermediate kinds of processes. The empirical research works on Brand Impression Formation mainly embodied in the brand image and brand personality studies, etc.On the basis of comparative analysis,the viewpoint was put forward that whether brand image research or brand personality research, what they studied was the consumer＇s subjective impression of the objective properties of brands,its essence being the research on consumer＇s brand impression.The conception of the brand image was that products had a social and psychological nature as well as a physical one,and that the sets of feelings,ideas and attitudes that consumers had about brands,their ＂image＂ of brands,were crucial to purchase choice.Meanwhile,some scholars consider that salient brand personality dimensions may affect consumer perceptions of personality traits of the owner of the brand.An effect exists involving the transfer of brand personality traits to consumer personality traits via a process of impression formation（Fennis Pruyn,2007 ）. Brand impression is the basis of the relationship between brand and consumers.The task of brand construction is to accumulate the brand equity by regulating and controlling consumers brand cognition,brand association,brand attitude,brand trust and brand loyalty, based on a deep understanding of the psycho-mechanism of brand impression formation.