品牌名称暗示性研究回顾与展望
Review and Prospective on Research of Brand Name Suggestiveness
DOI: 10.12677/AP.2014.46096, PDF, HTML, 下载: 2,901  浏览: 7,114 
作者: 石金凤, 冬 梅, 李佳佳, 李 瑛：陕西师范大学心理学院，西安
关键词: 品牌名称暗示性；测量方法；结果变量；中间变量；Brand Name Suggestiveness； Measuring Method； Outcome Variable； Intermediate Variable
摘要: 品牌名称是企业重要的无形资产，暗示性品牌名称浓缩了产品或企业特点。目前研究暗示性品名的方法主要是测量；影响品名暗示性的中间变量包括字词等语言学变量和消费者个体因素等；结果变量包括记忆、情感、态度和消费决策等。未来可从细化和深入研究范围，与中国文化相结合等方面开展研究。
Abstract: Brand name is considered to be one of the major assets of a firm, and the suggestive brand name concentrates the product or enterprise features. Measurement is the major method used for re-searching the suggestive brand name at present; intermediate variables influencing the suggestive brand name include linguistic variables such as words, consumer individual factors, and so on; out-come variables include memory, emotion, attitude and consumption decision-making, etc. Future studies should refine and penetrate the study range combined with the context of Chinese culture.
文章引用：石金凤, 冬梅, 李佳佳, 李瑛 (2014). 品牌名称暗示性研究回顾与展望. 心理学进展, 4(6), 723-728. http://dx.doi.org/10.12677/AP.2014.46096

参考文献

[1] 陈宁(2001). 广告频率和品牌成熟度对信息加工模式的影响. 心理学报, 5期, 448-452.
[2] 郝佳, 周懿瑾(2010). 全球化市场中消费者双重身份认同与品名定位. 国际经贸探索, 26期, 66-71.
[3] 郝文婷(2009). 不确定性规避对品牌命名和品牌延伸评价的影响作用. 硕士论文, 上海: 华东师范大学.
[4] 何佳讯(2006). 广告案例教程. 第二版, 上海: 复旦大学出版社.
[5] 千叶康则, 朱福来, 译(1991). 自我暗示术. 北京: 中国青年出版社.
[6] 孙瑾, 张红霞(2011). 服务品牌名字的暗示性对消费者决策的影响——基于服务业的新视角. 管理科学, 24期, 556- 569.
[7] 孙瑾, 张红霞(2012). 品牌名称暗示性对消费者决策选择的影响: 认知需要和专业化水平的调节作用. 心理学报, 5期, 698-710.
[8] Anderson, J. R., & Kosslyn, S. M. (1984). Spreading activation. Tutorials in Learning and Memory, 61-90.
[9] Biederman, I., & Tsao, Y. C. (1979). On processing Chinese ideographs and English words: Some implications from stroop- test results. Cognitive Psychology, 11, 125-132.
[10] Chan, H., Wan, L. C., & Sin, L. Y. M. (2009). The contrasting effects of culture on consumer tolerance: Interpersonal face and impersonal fate. Journal of Consumer Research, 36, 292-304.
[11] Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14, 404-420.
[12] Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketing, 62, 48-57.
[13] Kirsch, I. (2011). Suggestibility and suggestive modulation of the Stroop effect. Consciousness and Cognition, 20, 335-336.
[14] Lee, Y. H., & Ang, K. S. (2003). Brand name suggestiveness: A Chinese language perspective. International Journal of Research in Marketing, 20, 323-335.
[15] Melton, C. A. (1979). Generie term of trademark? Confusing legal standards and inadequate protection. American University Law Review, 29, 109-133.
[16] Pan, Y. G., & Schmitt, B. (1996). Language and brand attitudes: Impact of script and sound matching in Chinese and English. Journal of Consumer Psychology, 5, 263-277.
[17] Sen, S. (1999). The effects of brand name suggestiveness and decision goal on the development of brand knowledge. Journal of Consumer Psychology, 8, 431-455.
[18] White, K., & McFarland, C. (2009). When are moods most likely to influence consumers’ product preferences? The role of mood focus and perceived relevance of moods. Journal of Consumer Psychology, 19, 526-536.