The consumer psychology of brands

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1、Availableonlineatwww.sciencedirect.comJournalofCONSUMERPSYCHOLOGYJournalofConsumerPsychology22(2012)7–17☆TheconsumerpsychologyofbrandsBerndSchmittColumbiaBusinessSchool,ColumbiaUniversity,NewYorkNY10027,USAReceived28June2011;receivedinrevisedform16September2011;accepted17September2011Avai

2、lableonline19October2011AbstractThisarticlepresentsaconsumer-psychologymodelofbrandsthatintegratesempiricalstudiesandindividualconstructs(suchasbrandcatego-rization,brandaffect,brandpersonality,brandsymbolismandbrandattachment,amongothers)intoacomprehensiveframework.Themodeldis-tinguishes

3、threelevelsofconsumerengagement(object-centered,self-centeredandsocial)andfiveprocesses(identifying,experiencing,integrating,signifyingandconnecting).Pertinentpsychologicalconstructsandempiricalfindingsarepresentedfortheconstructswithineachpro-cess.Thearticleconcludeswithresearchideastotest

4、themodelusingbothstandardandconsumer-neurosciencemethods.©2011SocietyforConsumerPsychology.PublishedbyElsevierInc.Allrightsreserved.Keywords:Consumerpsychology;Brand;Neuroscience;Brandextensions;BrandexperienceOverthepasttwodecades,wehavelearnedalotaboutthe2000);parent-brandmemorystructur

5、es(Morrin,1999);theconsumerjudgmentsofbrandsandtheprocessesthatunderliestrengthofassociationbetweenthebrand'sparentcategoryspecificbrand-relatedphenomena,frombrandextensionstoandtheextensioncategory(Herr,Farquhar,&Fazio,1996);de-globalbrandingtobrandequity.Theempiricalliteratureongreeofco

6、ngruence(Maoz&Tybout,2002;Sood&Dreze,brandsisvastanddetailed,demonstratingandtestinghighly2006);relatednessofthecategories(Herretal.,1996);sub-domain-specificeffects.Butwehaveneglectedinvestigatingbranding(Milberg,Park,&McCarthy,1997);brandnamesug-“thebigpicture”—identifyinghowspecificemp

7、iricalfindingsgestiveness(Sen,1999);brandbreadth(Sheinin&Schmitt,adduptoabroaderunderstandingofhowconsumersperceive1994);brandspecificassociations(Broniarczyk&Alba,1994);brands.Tobesure,domain-specifictheorizingandtestingisbrandextensiontypicality(Boush&Loken,1991);