中文摘要：

本文系统回顾了基于刻板印象内容模型的品牌感知相关研究，首先介绍了刻板印象内容模型的基本内容，并通过分析品牌社会感知相关研究论述了将刻板印象内容模型应用于品牌感知研究的合理性，然后评析了刻板印象内容模型在品牌感知研究中的应用，即品牌意图能动框架相关研究，最后指出了已有研究的不足和未来的研究重点。

英文摘要：

This paper systematically reviews the researches on brand perception based on stereo type content model. It first introduces the basic content of stereotype content model, and states the rationality of the appliance of stereotype content model to brand perception researches through the a nalysis of the literature of brand social perception. Then it comments on the appliance of stereotype content model to brand perception researches, namely related researches on dynamic framework of band intention. At last, it points out the shortcomings of existing researches and future research em phases.