{"id":4074,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&amp;p=4071"},"modified":"2026-10-12T08:00:00","modified_gmt":"2026-10-12T01:00:00","slug":"lang-kinh-ban-sac-thuong-hieu-kapferer","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/lang-kinh-ban-sac-thuong-hieu-kapferer\/","title":{"rendered":"L\u0103ng k\u00ednh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u Kapferer l\u00e0 g\u00ec?"},"content":{"rendered":"<h2>L\u0103ng k\u00ednh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u Kapferer l\u00e0 g\u00ec?<\/h2>\n<p>L\u0103ng k\u00ednh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u do Jean-No\u00ebl Kapferer ph\u00e1t tri\u1ec3n m\u00f4 t\u1ea3 b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u qua 6 m\u1eb7t l\u0103ng k\u00ednh t\u01b0\u01a1ng t\u00e1c l\u1eabn nhau (Kapferer, 2012): Di\u1ec7n m\u1ea1o th\u1ec3 ch\u1ea5t (Physique), T\u00ednh c\u00e1ch (Personality), V\u0103n h\u00f3a n\u1ec1n t\u1ea3ng (Culture), M\u1ed1i quan h\u1ec7 (Relationship), S\u1ef1 ph\u1ea3n chi\u1ebfu kh\u00e1ch h\u00e0ng (Reflection), v\u00e0 S\u1ef1 t\u1ef1 nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng (Self-image).<\/p>\n<h2>Tr\u1ee5c ph\u00e2n \u0111\u1ecbnh n\u1ed9i t\u00e2m &#8211; ngo\u1ea1i c\u1ea3nh<\/h2>\n<p>M\u00f4 h\u00ecnh ph\u00e2n chia ranh gi\u1edbi r\u00f5 r\u00e0ng gi\u1eefa y\u1ebfu t\u1ed1 bi\u1ec3u hi\u1ec7n b\u00ean ngo\u00e0i (ng\u01b0\u1eddi g\u1eedi) v\u00e0 nh\u1eadn th\u1ee9c t\u00e2m l\u00fd b\u00ean trong (ng\u01b0\u1eddi nh\u1eadn), t\u1ea1o n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc cho chi\u1ebfn d\u1ecbch IMC.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u0103ng k\u00ednh Kapferer l\u00e0 m\u00f4 h\u00ecnh 6 kh\u00eda c\u1ea1nh g\u1ed3m di\u1ec7n m\u1ea1o, c\u00e1 t\u00ednh, v\u0103n h\u00f3a, m\u1ed1i quan h\u1ec7, ph\u1ea3n chi\u1ebfu v\u00e0 t\u1ef1 h\u00ecnh dung gi\u00fap \u0111\u1ecbnh h\u00ecnh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u to\u00e0n di\u1ec7n.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-4074","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u0103ng k\u00ednh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u Kapferer l\u00e0 g\u00ec? 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