本文首次从意义的感知性、情境性和互动性出发,系统地剖析了品牌意义这一新兴营销学术语的内涵和研究议题。品牌意义是个体层面感知的表征,是整体层面文化建构的产物,更是不同主体经过社会谈判过程而赋予品牌的一种特有的、不断发展的情感和认知理解。品牌意义与品牌联想、品牌形象、品牌识别、品牌文化和品牌个性等概念有着紧密联系却又存在显著差异。在剖析品牌意义内涵的基础上,本研究梳理了数字化情境下品牌意义的研究议题。数字化为品牌意义带来了全新的底层逻辑,品牌意义共创、品牌意义消解、品牌意义重塑成为数字化时代三个新兴的研究议题。文章最后对品牌意义在数字化环境下的演变过程进行了总结,在此基础上对未来研究方向进行了展望。本研究有助于理论界更好地理解品牌意义的复杂本质及其在数字化情境下的全新议题,在品牌理论和实践之间建立起有效的沟通桥梁,为传统品牌管理提供数字化情境下的新启示。
数字化时代的品牌意义:内涵、研究议题与未来展望
摘要
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引用本文
王雪冬, 陈晓宇, 孟佳佳. 数字化时代的品牌意义:内涵、研究议题与未来展望[J]. 外国经济与管理, 2020, 42(9): 47-62.
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