| 品牌命名文献回顾及未来研究方向 |
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| 引用本文： | 宁昌会,李祖兰,王新刚.品牌命名文献回顾及未来研究方向[J].软科学,2012,26(9):142-144. |
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| 作者姓名： | 宁昌会 李祖兰 王新刚 |
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| 作者单位： | 中南财经政法大学工商管理学院,武汉,430073 |
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| 摘 要： | 通过对品牌命名的作用、一般原则和具体策略、品牌体系下命名策略、品牌命名对消费者记忆的影响等几个方面文献的回顾和梳理,回答了企业为什么要重视品牌命名以及如何对品牌进行命名,品牌命名是怎样影响消费者记忆的,其过程和机制是什么?并在此基础上,指出了品牌命名的未来研究方向。
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| 关 键 词： | 品牌命名 品牌体系 消费者记忆 联想 |
Literature Review and the Future Research Direction of Brand Naming |
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| NING Chang-hui
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LI Zu-lan
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WANG Xin-gang.Literature Review and the Future Research Direction of Brand Naming[J].Soft Science,2012,26(9):142-144. |
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| Authors: | NING Chang-hui LI Zu-lan WANG Xin-gang |
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| Institution: | (School of Business Administration,Zhongnan University of Economics and Laws,Wuhan 430073) |
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| Abstract: | This paper reviews and analyzes the role of brand naming,the general principle and specific strategy,brand naming under the system of brand,the effect of brand naming on consumer memory.It answers why companies pay attention to brand naming,how to name brand,how brand naming influences on consumer memory,and what its process and mechanism are.Finally it points out the future research direction about brand naming. |
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| Keywords: | brand naming brand system consumer memory association |
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