| dc.contributor | 企管系 | |
| dc.creator (作者) | 別蓮蒂 | zh_TW |
| dc.date (日期) | 2016 | |
| dc.date.accessioned | 17-May-2017 15:36:32 (UTC+8) | - |
| dc.date.available | 17-May-2017 15:36:32 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-May-2017 15:36:32 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/109698 | - |
| dc.description.abstract (摘要) | 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。 | |
| dc.description.abstract (摘要) | 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 aframe 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 limitedto prevention-focused people. The results can contribute to logo design and brand management. | |
| dc.format.extent | 552903 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | MOST 104-2410-H-004-128 | |
| dc.subject (關鍵詞) | 品牌標誌外框; 品牌延伸; 產品聯想; 調節焦點理論 | |
| dc.subject (關鍵詞) | logo frame; brand extension; product associations; regulatory focus | |
| dc.title (題名) | 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 | zh_TW |
| dc.type (資料類型) | report | |
