What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge
What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge
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推动可持续品牌意识的因素：探索品牌战略与消费者品牌知识之间的认知对称性
DOI：
10.3390/sym12020198
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发表时间：
2020-02
期刊：
影响因子：
2.7
通讯作者：
Ali Rizwan
中科院分区：
文献类型：
--
作者：
Gong Xuan;Wang Changzheng;Yan Yi;Liu Maohong;Ali Rizwan
社交媒体的爆炸式发展为消费者品牌知识的学术和产业研究提供了巨大的机遇。其中，品牌联想网络是最常用来描述消费者品牌知识结构的模型。然而，很少有研究者探讨品牌知识结构测量的内涵，可持续的品牌绩效，并相应地调整他们的品牌战略。本文将心理认知理论与网络分析方法相结合，探讨品牌在消费者联想知识网络中的结构位置与品牌持续认知的关系。使用每月约1.3亿用户帖子的数据集，我们发现，相比之前确定的品牌策略，品牌网络中心在消费者的品牌联想知识网络显示出更显着的积极影响可持续的品牌知名度。重要的是，我们进一步研究了品牌定位策略和消费者的品牌知识结构的对称匹配可持续的品牌知名度。我们发现，可持续的品牌知名度将促进一个对称匹配的品牌定位策略，其在联想知识工作的位置。我们的研究有助于管理者根据消费者的看法来理解品牌，并使企业能够调整其相关战略，以实现可持续的品牌绩效。
The explosive development of social media has given great opportunities to academic and industry research on consumer brand knowledge. Particularly, the brand associative network has been most frequently used to describe consumer brand knowledge structure. However, few researchers have examined the embedded connotation of the brand knowledge structural measurement in regard to sustainable brand performance and adjusted their brand strategies accordingly. Combining psychological cognitive theory and the network analytic method, this paper aims to extend this area by investigating the relationship between brand structural position in consumers’ associative knowledge network and sustainable brand awareness. Using a monthly dataset of around 130 million user posts, we find that compared to a prior determined brand strategy, brand network centrality in consumer’s brand associative knowledge network shows a much more significant positive effect on sustainable brand awareness. Importantly, we further examined the symmetric matching of brand positioning strategy and consumer’s brand knowledge structure for sustainable brand awareness. We find that sustainable brand awareness will be promoted by a symmetric matching brand positioning strategy with its position in the associative knowledge work. Our study facilitates an understanding of brands based on consumer perceptions for managers and enables businesses to adjust their relevant strategies for the achievement of sustainable brand performance.
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DOI：
10.1007/978-4-431-54430-2
发表时间：
1997-11
期刊：
--
影响因子：
--
作者：
R. Sato;R. Ramachandran
通讯作者：
R. Sato;R. Ramachandran
影响因子：
3
作者：
G. Sabidussi
通讯作者：
G. Sabidussi
DOI：
10.4324/9780203780831
发表时间：
1973
期刊：
--
影响因子：
--
作者：
John R. Anderson;G. Bower
通讯作者：
John R. Anderson;G. Bower
影响因子：
2.6
作者：
M. Mendelson;Siu Ping Lee
通讯作者：
M. Mendelson;Siu Ping Lee
影响因子：
3.9
作者：
J. Okonya;W. Ocimati;A. Nduwayezu;Déo Kantungeko;Nicolas Niko;G. Blomme;J. Legg;J. Kroschel
通讯作者：
J. Okonya;W. Ocimati;A. Nduwayezu;Déo Kantungeko;Nicolas Niko;G. Blomme;J. Legg;J. Kroschel