摘要
品牌标识是品牌的关键视觉象征,对于创建品牌资产、建立消费者品牌忠诚有重要作用。端正和倾斜的品牌标识在生活中普遍存在,却少有学者考察它们对消费者产品评价的影响。本研究基于具身认知理论和隐喻理论,通过四个实验探讨了品牌标识的形状(端正VS.倾斜)对消费者产品评价的影响,并研究了感知运动的中介作用及产品创新类型的调节作用。实验一到实验三表明品牌标识形状的不同会使消费者的感知运动程度不同,端正的品牌标识会让消费者对产品有更高的可靠性评价,而倾斜的品牌标识则会让消费者产生更高的创新性评价;实验四证明了品牌标识的端正与倾斜会影响消费者的感知运动程度,而感知运动程度对产品评价的影响会受到产品创新类型的调节。本文丰富了品牌标识研究,并为品牌设计者及管理者提供了一定的参考和建议。
Brand logo is an important visual symbol of the brand, which plays a key role in creating brand equity, strengthening brand cognition, and building consumer loyalty. Many companies have recognized the importance of logo, and put many resources to the brand logo design and promotion. Upright as well as inclining brand logo is common in our life, but at present, few researchers have examined their impacts on consumer perception and preferences. Previous studies have found that the brand logo shape(round VS. square, square VS. rectangle, sharp VS. mellow), position(high VS.low), logo integrity, prominence and the status of brand logo(dynamic VS. static)could affect the perception and preference of consumers, which in turn influence their evaluation of products or brands.According to the embodied cognition theory and the structural metaphor theory, this study investigates the impact of brand logo shapes(upright vs. inclining)on the evaluation of consumer product attribution,verifies the mediating effect of perceived movement, and examines the moderating effect of product innovation patterns through four studies. The paper confirms that brand logo shapes(upright vs.inclining)will affect consumers’ product evaluation through four studies. Study 1 proves that different logo shapes(upright vs. inclining)will bring different degrees of consumer perceived movement, that is,the inclining logo will make a higher degree of perceived movement than the upright logo. Study 2 shows that the upright logo will make consumers have higher reliability evaluation, while the inclining brand logo will make consumers perceive higher product innovativeness. In study 3, we find that consumers perceive a higher degree of movement with the inclining brand logo, and then have more innovative evaluation. Moreover, consumers perceive a lower degree of movement with the upright logo, and have higher product reliability evaluation. This conclusion illustrates that perceived movement has a mediating effect on the relationship between the brand lo
作者
周小曼
叶生洪
厉佳
黄赞
Zhou Xiaoman;Ye Shenghong;Li Jia;Huang Zan(School of Management,Jinan University,Guangzhou 510632,China)
出处
《外国经济与管理》
CSSCI
北大核心
2019年第2期84-98,共15页
Foreign Economics & Management
基金
国家自然科学基金青年科学基金项目(71602071)
关键词
品牌标识
感知运动
产品创新类型
可靠性感知
创新性感知
brand logo
perceived movement
product innovation pattern
perceived reliability
perceived innovativeness
