品牌研究Issue(6)：13-19,38,8.
品牌名称元素对消费者感知影响的最新研究进展回顾
The Influence of Brand Name Elements on Consumers' Perception:Review and Prospect
摘要
Abstract
As one important part of brand equity, brand name contains some basic elements such as pronunciation, meanings, font and color, which influences consumers' perception and purchasing behavior. Based on interaction relationship between sense and perception, this paper discussed the path about how the elements influence consumers' purchasing behavior,and summa⁃rized and introduced its performance from four aspect. Then,this paper further analyzed its for⁃mation mechanism from expectation confirmation theory,sensation transference effects,and neuro⁃physiology prospective. Finally,this paper prospected its future research directions.关键词
品牌名称/多感觉交互/期望证实理论/感觉传递效应Key words
Bbrand name/Multi-sensory interaction/Expectation confirmation theory/Sensation transference effects分类
管理科学引用本文复制引用
张全成,赖天豪,杨宇科..品牌名称元素对消费者感知影响的最新研究进展回顾[J].品牌研究,2016,(6):13-19,38,8.基金项目
国家自然科学基金基于概念隐喻理论和具身认知理论的感官营销研究 （）
