English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 89686/119522 (75%)
Visitors : 23946713      Online Users : 146
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/126532
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/126532

    Title: Free the Brand: How a Logo Frame Influences the Potentiality of Brand Extensions
    Authors: 別蓮蒂
    Bei, Lien-Ti
    Chen, Yu-Shan Athena*
    Contributors: 企管系
    Keywords: Logo frame; Brand extension; Relational versus item-specific elaboration; Category;Adjustment model 
    Date: 2018-10
    Issue Date: 2019-10-03 13:54:42 (UTC+8)
    Abstract: Inspired by the logo redesign case of Starbucks, this research used four experiments to explore how marketers may broaden brand breadth and improve brand extension attitudes by removing the frame from a logo. A logo frame is speculated to create a mental boundary that dictates the scope to which products belong. Removing the logo frame thus frees the brand from such finite boundaries and encourages consumers’ relational associations. Study 1 investigated the mechanism underlying the impact of the logo frame on relational and item-specific elaborations. An open logo encouraged participants’ usage of relational elaborations, whereas a framed logo reinforced participants’ usage of item-specific elaborations. Study 2 demonstrated that participants associated broader product portfolios with a brand that had an open logo than a framed logo. Furthermore, Study 3 employed a brand extension scenario to support that removing the logo frame enhanced consumers’ attitudes toward a new extension. Study 4 illustrated that the perceived distance mediated the logo frame effect on extension attitudes as suggested by the Category Adjustment model. These findings demonstrate that marketers could leverage brand perception and favor certain brand extensions through an easily manipulated design feature, the logo frame.
    Relation: Journal of Brand Management, Vol.25 October, pp.0
    Data Type: article
    DOI 連結: https://doi.org/10.1057/s41262-018-0142-0
    DOI: 10.1057/s41262-018-0142-0
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    158.pdf1248KbAdobe PDF46View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback