摘要
品牌标识的边界是品牌设计中的重要元素,企业通过对品牌标识中边界的调整向目标顾客传递品牌信息。已有研究表明品牌标识的多种设计元素(如文字、颜色、图形等)对消费者的品牌评价产生重要影响,但是关于品牌标识的边界对消费者品牌创新性评价的影响机制,仍缺乏实证研究。笔者基于具身认知和空间隐喻的视角,构建了品牌标识边界、消费者感知开放性对消费者品牌评价影响过程的理论框架,并通过一系列心理学实验,深入探讨了品牌标识中有无边界对消费者品牌创新评价的影响机制。研究结果表明,品牌标识中有无边界对消费者品牌创新性评价产生显著影响,其中消费者的感知开放性起到中介作用;进一步的研究还发现,消费者的调节聚焦导向在此过程中起到显著的调节作用。本文基于具身认知和空间隐喻视角展开品牌标识边界影响消费者品牌创新性评价的研究,是对品牌设计学术领域一种有益的拓展性探索,研究结论丰富了消费者品牌评价理论,为企业品牌标识的设计实践提供理论支持和管理启示。
The boundary of brand logo is an important element in brand design,enterprises transmit brand information to target customers by adjusting the boundary of the brand logo.Existing studies have shown that various design elements of brand logos(such as typeface,color,graphic,etc.)have important impact on consumers'brand evaluation,but there are still lack of empirical evidences about the influence mechanism of brand logo boundary on evaluation of brand innovation.Based on the perspective of embodied cognition and spatial metaphor,this paper constructed a theoretical framework for the influence of brand logo boundary and consumer perceived openness on consumers'brand evaluation.With a series of psychological experiments,this paper explored the mechanism of the impact of brand logo boundary on consumer's innovation evaluation to brands.Results showed that(with vs.without)boundary of brand logo have a significant impact on consumers'innovation evaluation to brands and consumers'perceived openness plays a mediating role in this process.Further research also found that the consumer's regulatory focus orientation has significant moderating effect on this mechanism.The conclusions not only enrich the study on brand logo design and brand evaluation,but also provide theoretical support for brand logo management strategies.
出处
《中央财经大学学报》
CSSCI
北大核心
2021年第5期109-117,共9页
Journal of Central University of Finance & Economics
基金
教育部人文社会科学项目“品牌标识的空间特征对消费者品牌评价的影响研究——基于认知隐喻的视角”(项目编号:20YJA630067)。
关键词
品牌标识
边界
具身认知
空间隐喻
品牌评价
Brand logo
Boundary
Embodied cognition
Spatial metaphor
Brand evaluation
