品牌延伸心理机制模型与品牌营销策略设计

摘要

The psychological mechanism of brand extension is an important aspect of the brand theories as well as important topic. Existing researches put great emphasis on the emotion mechanism from the 1980s to 1990s. On the basis of the relative studies, this research employs the model and research method of cognitive psychology, from the consumer cognitive and emotional interaction to understand the psychological mechanism of brand extension, the implication of this study is to help make practical brand marketing strategy.%品牌延伸心理机制是当代消费心理与品牌理论研究的重要内容与前沿性课题。20世纪80年代后期至90年代，品牌延伸心理机制着重探讨了情感与态度机制。本文在有关研究基础上，运用认知心理学观点与研究方法，从消费者情感与认知相互影响来认识品牌延伸心理机制，据此设计切实可行的品牌营销策略。