反应时技术在品牌联想测查中的应用

反应时技术在以往品牌研究中主要被用来测查品牌名称与产品类别的联系强度。基于品牌名称语义网络的构成，在已有研究的启发下，将反应时测量技术应用于品牌联想结构的测查之中。研究采用了反应时方法和传统的自由联想方法对三个产品种类五个品牌的品牌联想结构进行了探索。两种结果的对比分析验证了反应时方法的可行性，并且在测量的精确性与客观性上，反应时方法具有较大的优势。该测量技术提供的客观量化数据有助于揭示消费者内在的品牌联想结构，在市场研究中具有广泛的应用前景。

THE EMPLOYMENT OF REACTION-TIME TECHNIQUE IN BRAND-STRUCTURE EXPLORING

Reaction-time technique was used to measure the relation strength between the brand name and its product (category) in prior researches. Base on the semantic network definition of the brand name, we employed the technique to explore the brand associations. Five brands in three categories were checked by free-recall method and reaction-time technique. The comparison of the results showed that the reaction-time technique is a more sensitive and objective tool to define the brand associations. The differences of reaction-times containing closely related versus distantly related ideas enable researchers to make inferences about the precise nature of the brand structure in long-term memory.