基于多模态隐喻整合模型的品牌名感知-认知研究
发布时间：2018-07-28 19:47
【摘要】：鉴于品牌跨国运作对消费者国际化品牌名感知-认知机理研究的需求,依托品牌名多模态隐喻整合模型,提炼感知维度,实施双语品牌名组的"听-看-读"3环节感知效果测试和"记忆、联想及态度"测试以及眼动实验.实验结果验证了品牌名多模态隐喻整合模型的构建原理以及品牌名组感知效果与认知效应的相关性假设,获得"读"环节感知维度与态度的回归方程,发现"读-好感度"对提升品牌名组态度的作用显著.
[Abstract]:In view of the demand of brand transnational operation for the research of consumer's international brand name perception and cognitive mechanism, based on the brand name multi-modal metaphorical integration model, this paper abstracts the perception dimension. The "listening, watching and reading" and "memory, association and attitude" tests and eye movement experiments were carried out in the bilingual brand name group. The experimental results verify the principle of brand name multi-modal metaphorical integration model and the hypothesis of the correlation between brand name group perception effect and cognitive effect, and obtain the regression equation of perception dimension and attitude of "read" link. It is found that read-good sensitivity plays a significant role in promoting brand name group attitude.
【作者单位】： 东华大学旭日工商管理学院;东华大学外语学院;东华大学服装艺术设计学院;
【基金】：上海市教委海派时尚设计及价值创造知识服务中心资助项目(13S1070241) 中央高校基本科研业务费专项资金人文社科基地培育资助项目(15D111424)
【分类号】：H05
，
本文编号：2151396
[Abstract]:In view of the demand of brand transnational operation for the research of consumer's international brand name perception and cognitive mechanism, based on the brand name multi-modal metaphorical integration model, this paper abstracts the perception dimension. The "listening, watching and reading" and "memory, association and attitude" tests and eye movement experiments were carried out in the bilingual brand name group. The experimental results verify the principle of brand name multi-modal metaphorical integration model and the hypothesis of the correlation between brand name group perception effect and cognitive effect, and obtain the regression equation of perception dimension and attitude of "read" link. It is found that read-good sensitivity plays a significant role in promoting brand name group attitude.
【作者单位】： 东华大学旭日工商管理学院;东华大学外语学院;东华大学服装艺术设计学院;
【基金】：上海市教委海派时尚设计及价值创造知识服务中心资助项目(13S1070241) 中央高校基本科研业务费专项资金人文社科基地培育资助项目(15D111424)
【分类号】：H05
，
本文编号：2151396
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