Brand Management is to Manage Consumer Cognition

Qin Xu

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Brand Management is to Manage Consumer Cognition

机译：品牌管理是管理消费者认知

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This paper is to discuss how consumer cognition plays an important part in brand marketing strategy and process by creating the value recognition of a brand in the minds of consumers. And through dividing consumer cognition into four underlying elements, further analyze the internal mechanism of value chain and proposed three research paradigms of branding concept to manage customer cognition.

机译：本文讨论消费者认知如何通过在消费者心中创造品牌的价值识别来讨论消费者认知在品牌营销策略和过程中的重要组成部分。并通过将消费者认知分为四个潜在的元素，进一步分析价值链的内部机制，提出了品牌概念的三个研究范式来管理客户认知。

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《European Journal of Business and Management》 |2019年第11期|共4页
作者
Qin Xu;
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perceived valueconsumer cognitionbrand-concept paradigmbrand management;

机译：感知价值的价值估值符号概念范式范式管理;

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机译：营销管理中的一个概念性主题：保护和管理品牌资产的新兴需求：在线消费者品牌抵制的案例
2. Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions? [J] . Tim Nierobisch, Waldemar Toporowski, Till Dannewald, Journal of retailing and consumer services . 2017,第jana期

机译：快速消费品民族品牌的旗舰店：它们是否可以提高品牌认知度并创造良好的消费者反应？
3. Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition [J] . Wen Li, Tian’e Fu, Ziying Huang American Journal of Industrial and Business Management . 2016,第11期

机译：消费者的学习动机会影响他们的品牌忠诚度吗？品牌认知的调节作用研究
4. Research on the relationship between corporate social responsibility and brand equity — From the perspective of consumer cognition [C] . Na, Han, Jian, International Conference on Management Science Engineering . 2013

机译：企业社会责任与品牌资产关系的研究-从消费者认知的角度
5. A consumer-based theory of strong brands and its implications for brand equity and brand management. [D] . Das, Samar Kumar. 1998

机译：基于消费者的强势品牌理论及其对品牌资产和品牌管理的影响。
6. How brand attitude brand quality and brand value affect Thai canned tuna consumer brand loyalty [O] . Pichit Chuenban, Puris Sornsaruht, Paitoon Pimdee 2021

机译：品牌态度如何品牌品质和品牌价值影响泰国罐头金枪鱼消费品牌忠诚度
7. Brand Management is to Manage Consumer Cognition [O] . 2019

机译：品牌管理是管理消费者认知

Brand Management is to Manage Consumer Cognition

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