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英语翻译
Brand emergence–open source
Consumer-focused studies on corporate brands can be characterized as open source brands,as outlined by Pitt et al.(2006)“Brand emergence”is here used to depict the situation where it is recognized that the company may only partially control and influence the corporate brand image.Consequently,the corporate brand is not built solely at the company’s will;rather,it emerges as a result of company actions together with influences and stimuli from numerous other sources as well.To view,the consumer as an active constructor of meanings is not entirely new.In the 1980s,parallel with the organization-focused research tradition,a smaller consumer-focused subjectivist research tradition developed.Based on Gordon’s(2006)review of the period,the main findings were that people are not tabula rasa,that is,blank sheets of paper on which communication messages can be printed;rather,people interact with communication,whether consciously or not.Therefore,consumers not only react to their company-related experiences,but they also actively construct images and meanings in relation to these experiences(Lannon and Cooper,1983).Recent understanding on consumers’brand relationships and brandmeaning(Bengtsson and O¨stberg,2006; Fournier,1998)indicate a development towards process-oriented views on brands recognizing temporal perspectives and brand dynamics.
Brand emergence–open source
Consumer-focused studies on corporate brands can be characterized as open source brands,as outlined by Pitt et al.(2006)“Brand emergence”is here used to depict the situation where it is recognized that the company may only partially control and influence the corporate brand image.Consequently,the corporate brand is not built solely at the company’s will;rather,it emerges as a result of company actions together with influences and stimuli from numerous other sources as well.To view,the consumer as an active constructor of meanings is not entirely new.In the 1980s,parallel with the organization-focused research tradition,a smaller consumer-focused subjectivist research tradition developed.Based on Gordon’s(2006)review of the period,the main findings were that people are not tabula rasa,that is,blank sheets of paper on which communication messages can be printed;rather,people interact with communication,whether consciously or not.Therefore,consumers not only react to their company-related experiences,but they also actively construct images and meanings in relation to these experiences(Lannon and Cooper,1983).Recent understanding on consumers’brand relationships and brandmeaning(Bengtsson and O¨stberg,2006; Fournier,1998)indicate a development towards process-oriented views on brands recognizing temporal perspectives and brand dynamics.
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