国外品牌象征意义理论研究综述-豆柴文库

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国外品牌象征意义理论研究综述
Title:AReviewofTheoreticalResearchontheSymbolicMeaningofForeignBrands
Introduction:
Intoday'sglobalizedworld,thepresenceofforeignbrandshasbecomeincreasinglyprominent.Thesebrandsnotonlyofferproductsandservicesbutalsocarrysymbolicmeaningsthatinfluenceconsumerbehaviorandperceptions.Theobjectiveofthispaperistoprovideacomprehensivereviewoftheoreticalresearchonthesymbolicmeaningofforeignbrands,exploringthedifferentdimensionsandimplicationsofbrandsymbolism.
TheConceptofSymbolicMeaning:
Symbolicmeaningreferstothenon-literalassociationsthatpeopleattributetoobjects,includingbrands.Foreignbrandsoftenpossessuniquecharacteristicsthatmakethemmorethanjustproducts;theybecomesymbolsofcertainattributesorvalues.Understandingthesymbolicmeaningofforeignbrandsiscrucialforbothmarketersandconsumers,asitaffectsbrandperception,preference,andpurchasingdecisions.
TheDimensionsofSymbolicMeaning:
1.CulturalSymbolism:Foreignbrandsoftenrepresentcertainculturesorcountries,carryingculturalconnotationsandvalues.Forexample,luxuryEuropeanbrandssuchasLouisVuittonorChanelareassociatedwithsophisticationandelegance,reflectingtheculturalheritageofFrance.Suchculturalsymbolisminfluencesconsumers'aspirationsandenhancestheirself-imagewhenusingorowningthesebrands.
2.SocialSymbolism:Foreignbrandscansignifysocialstatusandgroupmembership.BrandslikeRolexorGucciareknownfortheirexclusivityandhighstatus,makingthemsymbolsofwealthandsuccess.Individualswhoalignthemselveswiththesebrandsmayusethemtosignaltheirsocialstandingandgainrecognitionintheirrespectivecommunities.
3.PersonalSymbolism:Foreignbrandscanalsoholdpersonalmeaningsforconsumers.Forinstance,abrandthatsomeonehasbeenexposedtoduringformativeyearsorhaspositivememoriesassociatedwithmayholdsentimentalvalue.Consumersmayalsoprojecttheirdesiredidentitiesorpersonalvaluesontoforeignbrands,makingthemsymbolicrepresentationsoftheiridealselves.
4.FunctionalSymbolism:Whilesymbolicmeaningisoftenattributedtointangibleaspectsofabrand,functionalattributescanalsocont