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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/109698


    Title: 消費者如何從品牌識別標誌設計中知覺公司的品牌延伸能力
    Authors: 別蓮蒂
    Contributors: 企管系
    Keywords: 品牌標誌外框;品牌延伸;產品聯想;調節焦點理論
    logo frame;brand extension;product associations;regulatory focus
    Date: 2016
    Issue Date: 2017-05-17 15:36:32 (UTC+8)
    Abstract: 本研究以三個實驗探討品牌標誌外框對於消費者品牌聯想的影響,進而影響消費者對於品牌延伸的接受程度。研究一與研究二中發現,當品牌標誌無外框時,消費者能夠聯想到比較多的產品,而且所聯想產品品項可跨越較多的類別,出現較多高層次的品類概念;主要原因是源於消費者在無框情況下,可連結到比較多的高層次產品屬性,因而可以適用於更多的產品類別。研究三則直接探討當移除品牌標誌的外框後,消費者是否對品牌延伸的接受度就比較高,另外納入消費者的調節焦點做為調節變數,發現移除外框對以加品牌延伸接受度的效果,對促進焦點的消費者特別有效,對預防焦
    點的消費者則無明顯作用。研究結果可提供品牌標誌設計者和品牌經理參考。
    Three studies show that a logo frame impacts consumers’product associations as well as their perceived fit for brand extensions. In Study 1 and 2, participants associated more products with a brand when the logo frame was removed. Participants also associated more diverse products at an abstract product level when the brand had an unframed logo rather than a framed one. Because a brand linked with diverse products under a broad category can carry more attributes shared by the original and extended product, such perceptions of resemblance should be able to enhance the perceived fit of the new extension. Study 3 supported the proposition that freeing the logo from a
    frame increases its perceived fit with new extensions. In addition, consumer’s regulatory focus moderated the above relationships. The impact of a logo frame on product associations and perceived fit of new extensions was salient among promotion-focused consumers but was limited
    to prevention-focused people. The results can contribute to logo design and brand management.
    Relation: MOST 104-2410-H-004-128
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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