创造感动消费者的品牌诉求

• 作 者: 杨松霖
• 出 处: 中国品牌与防伪
• 发表日期: 2008年03期
• 关键词: 消费者 品牌诉求 情感诉求

因为消费者购买多具有非专家购买的特点,购买过程中存在信息不对称问题,那么决定买还是不买某种品牌,很大程度上取决于该品牌的诉求。根据美国宾夕法尼亚大学沃顿商学院的一项观察表明,消费者把商品从货架上拿到购物筐里平均要用12秒,平均只能仔细考虑1.2个品牌。消费者是否选择某品牌主要在于品牌形象

Because consumers buy more with the characteristics of non-expert purchase, the purchase process there is information asymmetry, then the decision to buy or not to buy a certain brand, largely depends on the brand’s appeal. According to an observation by the Wharton School of the University of Pennsylvania in the United States, consumers spend an average of 12 seconds on items taken from the shelves in their shopping baskets, and on average can only consider 1.2 brands. Whether consumers choose a brand mainly lies in the brand image