學術產出-Theses
Article View/Open
Publication Export
-
題名 標誌描述性之利弊探討
Logo Descriptiveness: the Good and the Bad作者 鄭鈺㼆
Zheng, Yu-Ying貢獻者 陳建維
Chen, Chien-Wei
鄭鈺㼆
Zheng, Yu-Ying關鍵詞 標誌描述性
品牌概念
產品類型
品牌延伸
品類適配度
Category fit
Logo descriptiveness
Brand concept
Product type
Brand extension日期 2023 上傳時間 1-Sep-2023 15:20:41 (UTC+8) 摘要 本研究通過對文獻的回顧探討並建立實證，試圖分別探討標誌描述性所為消費者品牌評價和購買意願以及品牌延伸性和品牌延伸評價帶來的優勢及弊端。文中共設立了三個子研究：研究一通過問卷調查的方法，考察標誌描述性與消費者品牌評價及購買意願的相關性中品牌概念的調節效果；研究二通過實驗設計法，使用三方交互模型納入產品類型，探討其對品牌概念與標誌描述性的交互效果的調節作用；研究三使用實驗設計以分析標誌描述性對品牌延伸性及品牌延伸評價的影響，以及品類適配度在關係中的調節作用。根據本研究的研究結果，品牌概念調節標誌描述性對品牌評價和購買意願之間的正相關關係，功能性品牌若擁有高描述性的標誌，會更加促進消費者的正面反應。產品類型可以調節這種交互效果，當功利型產品與功能性品牌匹配起來時，這種正向影響被就會進一步加強，享樂型產品與符號性品牌的匹配則反之。此外，從品牌角度，標誌描述性會為品牌延伸性及品牌延伸評價帶來負面影響，而品類適配度的高低則會調節這種相關性。在關於標誌描述性的探討極為有限的當下，本研究在進一步豐富對標誌描述性與消費者反饋的關係的基礎上，開拓性地探討了標誌描述性對品牌延伸性及品牌延伸評價可能造成的負面影響，從不同面向不同角度充實了該領域的研究。
Through a review of the literature and the establishment of empirical evidence, this research attempts to investigate the benefits and drawbacks of logo descriptiveness for consumers` brand evaluation and purchase intention, as well as brand extendibility and brand extension evaluations. Three sub-studies are developed: Study 1 examines the moderating effect of brand concept on the correlation between logo descriptiveness and consumer brand evaluation and purchase intention through a survey design; Study 2 incorporates product type into a three-way interaction model to investigate the moderating effect of the interaction between brand concept and logo descriptiveness through an experimental design; Study 3 uses experimental designs to analyze the effect of logo descriptiveness on brand extendibility and brand extension evaluations, as well as the moderating effect of category fit in the relationship.According to the research results, this research validates that brand concept moderates the positive correlation between logo descriptiveness and brand evaluation and purchase intentions, and that functional brands with highly descriptive logos are more likely to promote positive consumer responses. Product type moderates this interaction, with this positive effect being further enhanced when utilitarian products are matched with functional brands, and vice versa for hedonic products with symbolic brands.In addition, from a branding perspective, logo descriptiveness has a negative impact on brand extendibility and brand extension evaluation, while category fit moderates this correlation. Given the limited discussions on logo descriptiveness at present, this research not only further enriches the understanding of relationship between logo descriptiveness and consumer feedback, but also pioneeringly explores the potential negative impacts of logo descriptiveness on brand extendibility and brand extension evaluations, thus substantively enriching the research in this field from various angles and perspectives.參考文獻 Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8-23.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.Aaker, D. A., & Moorman, C. (2017). Strategic Market Management. John Wiley & Sons.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand. Free Press.Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research, 28(1), 1-17.Airey, D. (2009). Logo Design Love: A Guide to Creating Iconic Brand Identities. New Riders.Allman, H. F., Fenik, A. P., Hewett, K., & Morgan, F. N. (2016). Brand image evaluations: The interactive roles of country of manufacture, brand concept, and vertical line extension type. Journal of International Marketing, 24(2), 40-61.Amatulli, C., De Angelis, M., & Donato, C. (2020). An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication. Psychology & Marketing, 37(4), 523-534.Austin, J. T., & Vancouver, J. B. (1996). Goal constructs in psychology: Structure, process, and content. Psychological Bulletin, 120(3), 338-375.Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.Baker, M. J., & Balmer, J. M. (1997). Visual identity: Trappings or substance?. European Journal of Marketing, 31(5/6), 366-382.Balachander, S., & Ghose, S. (2003). Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing, 67(1), 4-13.Baltas, G., Kokkinaki, F., & Loukopoulou, A. (2017). Does variety seeking vary between hedonic and utilitarian products? The role of attribute type. Journal of Consumer Behaviour, 16(6), e1-e12.Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.Batra, R., Lenk, P., & Wedel, M. (2010). Brand extension strategy planning: Empirical estimation of brand–category personality fit and atypicality. Journal of Marketing Research, 47(2), 335-347.Berger, J., & Ward, M. (2010). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555-569.Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32-43.Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.Biehal, G., & Chakravarti, D. (1986). Consumers` use of memory and external information in choice: Macro and micro perspectives. Journal of Consumer Research, 12(4), 382-405.Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065-1078.Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller`s model. International Journal of Research in Marketing, 13(4), 365-377.Bottomley, P. A., & Holden, S. J. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), 494-500.Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.Boush, D. M., Shannon, S., Barbara, L., Ezra, G., Susan, C., Ellen, K., Betty, M., Dennis, M., Linda, R., & Jon, S. (1987). Affect generalization to similar and dissimilar brand extensions. Psychology and Marketing, 4 (Fall), 225-237.Bouten, L. M., Snelders, D., & Hultink, E. J. (2011). The impact of fit measures on the consumer evaluation of new co‐branded products. Journal of Product Innovation Management, 28(4), 455-469.Bresciani, S., & Del Ponte, P. (2017). New brand logo design: Customers’ preference for brand name and icon. Journal of Brand Management, 24(5), 375-390.Bridges, S. A. (1991). A Schema Unification Model of Brand Extensions. Stanford University.Bridges, S., Keller, K. L., & Sood, S. (2000). Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 1-11.Brock, T. C. (1968). Implications of commodity theory for value change. In A. G. Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological Foundations of Attitudes (pp. 243-275). Academic Press.Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228.Buil, I., de Chernatony, L., & Hem, L. E. (2009). Brand extension strategies: Perceived fit, brand type, and culture influences. European Journal of Marketing, 43(11/12), 1300-1324.Carpenter, G. S., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26(3), 285-298.Carter, T. J., & Gilovich, T. (2012). I am what I do, not what I have: The differential centrality of experiential and material purchases to the self. Journal of Personality and Social Psychology, 102(6), 1304-1317.Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752-766.Chakravarti, D., MacInnis, D. J., & Nakamoto, K. (1990). Product category perceptions, elaborative processing and brand name extension strategies. Advances in Consumer Research, 17, 910-916.Chaudhuri, A. (1998). Product class effects on perceived risk: The role of emotion. International Journal of Research in Marketing, 15(2), 157-168.Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58.Chen, Y. S. A., & Bei, L. T. (2019). The effects of logo frame design on brand extensions. Journal of Product & Brand Management, 29(1), 97-113.Chernev, A. (2004). Goal–attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1-2), 141-150.Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11(2), 643-654.Chitturi, R., Raghunathan, R., & Mahajan, V. (2007). Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences. Journal of Marketing Research, 44(4), 702-714.Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63.Cian, L., Krishna, A., & Elder, R. S. (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184-197.Cohen, J. B., & Areni, C. S. (1991). Affect and consumer behavior. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of Consumer Theory and Research (pp. 188-240). NJ: Prentice-Hall.Cohen, J. B., & Basu, K. (1987). Alternative models of categorization: Toward a contingent processing framework. Journal of Consumer Research, 13(4), 455-472.Collins-Dodd, C., & Louviere, J. J. (1999). Brand equity and retailer acceptance of brand extensions. Journal of Retailing and Consumer Services, 6(1), 1-13.Crowley, A. E., Spangenberg, E. R., & Hughes, K. R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing Letters, 3(3), 239-249.Czellar, S. (2003). Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.Dahlén, M., & Rosengren, S. (2005). Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link. Journal of Brand Management, 12(3), 151-164.Dawar, N. (1996). Extensions of broad brands: The role of retrieval in evaluations of fit. Journal of Consumer Psychology, 5(2), 189-207.Dawar, N., & Lei, J. (2009). Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations. Journal of Business Research, 62(4), 509-516.De Chernatony, L. (2010). Creating Powerful Brands. Routledge.Deng, Q. C., & Messinger, P. R. (2022). Dimensions of brand-extension fit. International Journal of Research in Marketing, 39(3), 764-787.Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73-93.Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.Drolet, A., Simonson, I., & Tversky, A. (2000). Indifference curves that travel with the choice set. Marketing Letters, 11(3), 199-209.Drolet, A., Williams, P., & Lau-Gesk, L. (2007). Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products. Marketing Letters, 18(4), 211-221.Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44.Eisenbeiss, M., Wilken, R., Skiera, B., & Cornelissen, M. (2015). What makes deal-of-the-day promotions really effective? The interplay of discount and time constraint with product type. International Journal of Research in Marketing, 32(4), 387-397.Engle, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior. Chicago: Dryden.Ernst & Young, N. (1999). New Product Introduction–Successful Innovation/Failure: A Fragile Boundary. Ernst & Young Global Client Consulting, Paris.Farquhar, P. H., Han, J. Y., Herr, P. M., & Ijiri, Y. (1992). Strategies for leveraging master brands. Marketing Research, 4(3), 32-43.Fazio, R. H. (1986). How do attitudes guide behavior. In R. M. Sorrentino, & E. T. E. Higgins (Eds.), Handbook of Motivation and Cognition: Foundations of Social Behavior (pp. 204-243). New York: Guilford Press.Fazio, R. H. (1995). Attitudes as object-evaluation associations: Determinants, consequences, and correlates of attitude accessibility. In R. E. Petty, & J. A. Krosnick (Eds.), Attitude Strength: Antecedents and Consequences (pp. 247-282). Psychology Press.Fischer, P. M., Schwartz, M. P., Richards, J. W., Goldstein, A. O., & Rojas, T. H. (1991). Brand logo recognition by children aged 3 to 6 years: Mickey Mouse and Old Joe the Camel. The Journal of the American Medical Association, 266(22), 3145-3148.Fiske, S. T. (1982). Schema-triggered affect: Applications to social perception. In M. S. Clark, & S. T. Fiske (Eds.), Affect and Cognition: 17th Annual Carnegie Mellon Symposium on Cognition (pp. 55-78). Hillsdale: Lawrence Erlbaum.Fiske, S. T., & Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino, & E. T. E. Higgins (Eds.), The Handbook of Motivation and Cognition: Foundations of Social Behavior (pp. 167-203). New York: Guilford.Folger, R. (1992). On wanting what we do not have. Basic and Applied Social Psychology, 13(1), 123-133.Gao, L., Wheeler, S. C., & Shiv, B. (2009). The “shaken self”: Product choices as a means of restoring self-view confidence. Journal of Consumer Research, 36(1), 29-38.Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management, 17(1), 4-12.Gill, T. (2008). Convergent products: what functionalities add more value to the base?. Journal of Marketing, 72(2), 46-62.Goedertier, F., Dawar, N., Geuens, M., & Weijters, B. (2015). Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit. Journal of Business Research, 68(1), 157-165.Grewal, D., Roggeveen, A. L., & Lindsey-Mullikin, J. (2014). The contingent effects of semantic price cues. Journal of Retailing, 90(2), 198-205.Gürhan-Canli, Z. (2003). The effect of expected variability of product quality and attribute uniqueness on family brand evaluations. Journal of Consumer Research, 30(1), 105-114.Gürhan-Canli, Z., & Maheswaran, D. (1998). The effects of extensions on brand name dilution and enhancement. Journal of Marketing Research, 35(4), 464-473.Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86-93.Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608-618.Hartnett, N., Romaniuk, J., & Kennedy, R. (2016). Comparing direct and indirect branding in advertising. Australasian Marketing Journal, 24(1), 20-28.Hem, L. E., De Chernatony, L., & Iversen, N. M. (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14-30.Henderson, P. W., Giese, J. L., & Cote, J. A. (2004). Impression management using typeface design. Journal of Marketing, 68(4), 60-72.Herr, P. M., Farquhar, P. H., & Fazio, R. H. (1996). Impact of dominance and relatedness on brand extensions. Journal of Consumer Psychology, 5(2), 135-159.Hirschman, E. C. (1980). Attributes of attributes and layers of meaning. Advances in Consumer Research, 7, 7-12.Hirschman, E. C. (1986). The effect of verbal and pictorial advertising stimuli on aesthetic, utilitarian and familiarity perceptions. Journal of Advertising, 15(2), 27-34.Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.Hoek, J., & Gendall, P. (2010). Colors, brands, and trademarks: The marketing (and legal) problems of establishing distinctiveness. Journal of Advertising Research, 50(3), 316-322.Holbrook, M. B. (1986). Emotion in the consumption experience: Toward a new model of the human consumer. In R. A. Peterson, W. D. Hoyer, & W. R. Wilson (Eds.), The Role of Affect in Consumer Behavior: Emerging Theories and Applications (pp. 17-52). Lexington, Mass: Lexington Books.Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.Holbrook, M. B., & Moore, W. L. (1981). Feature interactions in consumer judgments of verbal versus pictorial presentations. Journal of Consumer Research, 8(1), 103-113.Homburg, C., Koschate, N., & Hoyer, W. D. (2006). The role of cognition and affect in the formation of customer satisfaction: A dynamic perspective. Journal of Marketing, 70(3), 21-31.Homer, P. M. (2008). Perceived quality and image: When all is not “rosy”. Journal of Business Research, 61(7), 715-723.Howell, R. T., & Hill, G. (2009). The mediators of experiential purchases: Determining the impact of psychological needs satisfaction and social comparison. The Journal of Positive Psychology, 4(6), 511-522.Hsu, C. L., Yu, L. C., & Chang, K. C. (2017). Exploring the effects of online customer reviews, regulatory focus, and product type on purchase intention: Perceived justice as a moderator. Computers in Human Behavior, 69, 335-346.Inman, J. J. (2001). The role of sensory-specific satiety in attribute-level variety seeking. Journal of Consumer Research, 28(1), 105-120.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: Proxy for a price cut?. Journal of Consumer Research, 17(1), 74-81.Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68-79.Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18-32.Jap, S. D. (1993). An examination of the effects of multiple brand extensions on the brand concept. Advances in Consumer Research, 20, 606-611.Jeon, J. E. (2017). The impact of brand concept on brand equity. Asia Pacific Journal of Innovation and Entrepreneurship, 11(2), 233-245.Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular-and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726.Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23-33.Johnson, R. D., & Levin, I. P. (1985). More than meets the eye: The effect of missing information on purchase evaluations. Journal of Consumer Research, 12(2), 169-177.Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.Jun, J. W., Cho, C. H., & Kwon, H. J. (2008). The role of affect and cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382-398.Kahn, B. E., & Lehmann, D. (1991). Modeling choice among assortments. Journal of Retailing, 67(3), 274–299.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic Brand Management: A European Perspective. Pearson Education.Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education India.Khan, U., Dhar, R., & Wertenbroch, K. (2005). A behavioral decision theory perspective on hedonic and utilitarian choice. In S. Ratneshwar, & D. G. Mick (Eds.), Inside Consumption (pp. 166-187). Routledge.Kim, H., & John, D. R. (2008). Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18(2), 116-126.Kim, S. A., & Kim, J. (2016). The influence of hedonic versus utilitarian consumption situations on the compromise effect. Marketing Letters, 27(2), 387-401.Kivetz, R., & Simonson, I. (2002a). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155-170.Kivetz, R., & Simonson, I. (2002b). Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 29(2), 199-217.Klein, K., & Melnyk, V. (2016). Speaking to the mind or the heart: Effects of matching hedonic versus utilitarian arguments and products. Marketing Letters, 27(1), 131-142.Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335.Klink, R. R., Smith, D. C., & LeClair, D. T. (1997). On the extendibility of brands [Conference]. 1997 AMA Winter Educators` Conference: Marketing Theory and Applications, Chicago, IL, United States.Kohli, C., & Suri, R. (2002). Creating effective logos: Insights from theory and practice. Business Horizons, 45(3), 58-64.Kohli, C., Thomas, S., & Suri, R. (2013). Are you in good hands?: Slogan recall: What really matters. Journal of Advertising Research, 53(1), 31-42.Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.Kotler. (1991). Marketing management: Analysis, planning, implementation, and control. London: Prentice-Hall.Krishna, A. (2013). Customer sense: How the 5 senses influence buying behavior. Springer.Kushwaha, T., & Shankar, V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, 77(4), 67-85.Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.Lanseng, E. J., & Olsen, L. E. (2012). Brand alliances: The role of brand concept consistency. European Journal of Marketing, 46(9), 1108-1126.Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.Lawson, R., & Balakrishnan, S. (1998). Developing and managing brand image and brand concept strategies [Conference]. 1998 AMA Winter Educators` Conference: Marketing Theory and Applications, Chicago, IL, United States.Lee, Y. H., & Ang, K. S. (2003). Brand name suggestiveness: A Chinese language perspective. International Journal of Research in Marketing, 20(4), 323-335.Leong, S. M., Ang, S. H., & Tham, L. L. (1996). Increasing brand name recall in print advertising among Asian consumers. Journal of Advertising, 25(2), 65-81.Levy, J. M., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.Loken, B., & John, D. R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact?. Journal of Marketing, 57(3), 71-84.Loken, B., Joiner, C., & Peck, J. (2002). Category attitude measures: Exemplars as inputs. Journal of Consumer Psychology, 12(2), 149-161.Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266.Luffarelli, J., Mukesh, M., & Mahmood, A. (2019a). Let the logo do the talking: The influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5), 862-878.Luffarelli, J., Mukesh, M., & Mahmood, A. (2019b, September 12). A study of 597 Logos shows which kind is most effective. Harvard Business Review. https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective.Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The visual asymmetry effect: An interplay of logo design and brand personality on brand equity. Journal of Marketing Research, 56(1), 89-103.Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43-57.MacInnis, D. J., & Nakamoto, K. (1990). Examining Factors That Influence the Perceived Goodness of Brand Extensions. (Working Paper #54). Tucson: University of Arizona.MacInnis, D. J., Nakamoto, K., & Mani, G. (1992). Cognitive associations and product category comparisons: The role of knowledge structure and context. Advances in Consumer Research, 19, 260-267.MacInnis, D. J., Shapiro, S., & Mani, G. (1999). Enhancing brand awareness through brand symbols. Advances in Consumer Research, 26, 601-608.Magno, F., Cassia, F., & Ugolini, M. (2017). Impact of voluntary product recalls on utilitarian and hedonic attitudes: Is it the same for all brands?. Australian Journal of Management, 42(1), 161-174.Maheswaran, D., Mackie, D. M., & Chaiken, S. (1992). Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments. Journal of Consumer Psychology, 1(4), 317-336.Mahmood, A., Luffarelli, J., & Mukesh, M. (2019). What`s in a logo? The impact of complex visual cues in equity crowdfunding. Journal of Business Venturing, 34(1), 41-62.Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(4), 471-484.Martínez, E., & Pina, J. M. (2010). Consumer responses to brand extensions: A comprehensive model. European Journal of Marketing, 44(7/8), 1182–1205.Meyer, R. J. (1981). A model of multiattribute judgments under attribute uncertainty and informational constraint. Journal of Marketing Research, 18(4), 428-441.Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.Milberg, S. J., Park, C. W., & McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology, 6(2), 119-140.Mitchell, V. W., & Balabanis, G. (2021). The role of brand strength, type, image and product-category fit in retail brand collaborations. Journal of Retailing and Consumer Services, 60, 102445.Mittal, B. (1989). Must consumer involvement always imply more information search? Advances in Consumer Research, 16, 167-172.Mittal, B., Ratchford, B., & Prabhakar, P. (1990). Functional and expressive attributes as determinants of brand-attitude. Research in Marketing, 10, 135-155.Monga, A. B., & John, D. R. (2007). Cultural differences in brand extension evaluation: The influence of analytic versus holistic thinking. Journal of Consumer Research, 33(4), 529-536.Monga, A. B., & John, D. R. (2010). What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. Journal of Marketing, 74(3), 80-92.Moon, J., Chadee, D., & Tikoo, S. (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, 61(1), 31-39.Murphy, G. L., & Medin, D. L. (1985). The role of theories in conceptual coherence. Psychological Review, 92(3), 289-316.Murphy, J. (1998). What is branding?. In S. Hart, & J. Murphy (Eds), Brands: The New Wealth Creators (pp. 1-12), Palgrave Macmillan London.Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12(4), 264-278.Nishi, S., Kadota, T., & Uchida, S. (2021, September). Famous Companies Use More Letters in Logo: A Large-Scale Analysis of Text Area in Logo [Conference]. International Conference on Document Analysis and Recognition. Fukuoka, Japan.O’Donnell, M., & Evers, E. R. (2019). Preference reversals in willingness to pay and choice. Journal of Consumer Research, 45(6), 1315-1330.Oakley, J. L., Balachander, S., & Sriram, S. (2005). Understanding the simultaneous effects of category fit and order of entry on consumer perceptions of brand extensions. Advances in Consumer Research, 32, 135-136.Oakley, J. L., Duhachek, A., Balachander, S., & Sriram, S. (2008). Order of entry and the moderating role of comparison brands in brand extension evaluation. Journal of Consumer Research, 34(5), 706-712.Obermiller, C. (1985). Varieties of mere exposure: The effects of processing style and repetition on affective response. Journal of Consumer Research, 12(1), 17-30.Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.Olavarrieta, S., Torres, E., Vásquez-Parraga, A., & Barra, C. (2009). Derived versus full name brand extensions. Journal of Business Research, 62(9), 899-905.Olins, W. (1990). Corporate identity: Making business strategy visible through design. Harvard Business Review Press.Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160-1166.Park, C. W., & Moon, B. J. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing, 20(11), 977-997.Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180-187.Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193.Park, J. W., & Kim, K. H. (2001). Role of consumer relationships with a brand in brand extensions: Some exploratory findings. Advances in Consumer Research, 28, 179-185.Perry, A., & Wisnom, D. (2003). Before the Brand: Creating the Unique DNA of an Enduring Brand Identity. McGraw Hill Professional.Pittard, N., Ewing, M., & Jevons, C. (2007). Aesthetic theory and logo design: Examining consumer response to proportion across cultures. International Marketing Review, 24(4), 457-473.Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224-235.Ramaseshan, B., & Tsao, H. Y. (2007). Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458-466.Ratchford, B. T. (1987). New insights about the FCB grid. Journal of Advertising Research, 27(4), 24-38.Ratner, R. K., Kahn, B. E., & Kahneman, D. (1999). Choosing less-preferred experiences for the sake of variety. Journal of Consumer Research, 26(1), 1-15.Reast, J. D. (2005). Brand trust and brand extension acceptance: The relationship. Journal of Product & Brand Management, 14(1), 4-13.Ren, J., & Nickerson, J. V. (2019). Arousal, valence, and volume: How the influence of online review characteristics differs with respect to utilitarian and hedonic products. European Journal of Information Systems, 28(3), 272-290.Rolls, B. J. (1986). Sensory-specific satiety. Nutrition Reviews (USA), 44(3), 93-101.Romaniuk, J., & Gaillard, E. (2007). The relationship between unique brand associations, brand usage and brand performance: Analysis across eight categories. Journal of Marketing Management, 23(3-4), 267-284.Romaniuk, J., & Nenycz-Thiel, M. (2014). Measuring the strength of color brand-name links: The comparative efficacy of measurement approaches. Journal of Advertising Research, 54(3), 313-319.Romaniuk, J., & Sharp, B. (2016). How Brands Grow. Part 2: Including Emerging Markets, Services and Durables, New Brands and Luxury Brands. Oxford University Press.Roth, M. S. (1992). Depth versus breadth strategies for global brand image management. Journal of Advertising, 21(2), 25-36.Rucker, D. D., & Galinsky, A. D. (2009). Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior. Journal of Experimental Social Psychology, 45(3), 549-555.Sattler, H., Völckner, F., Riediger, C., & Ringle, C. M. (2010). The impact of brand extension success drivers on brand extension price premiums. International Journal of Research in Marketing, 27(4), 319-328.Schmitt, B., & Simonson, A. (1997). Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. Free Press.Schultz, D. E. (1992). Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76-94.Shao, A., & Li, H. (2021). How do utilitarian versus hedonic products influence choice preferences: Mediating effect of social comparison. Psychology & Marketing, 38(8), 1250-1261.Shavitt, S. (1990). The role of attitude objects in attitude functions. Journal of Experimental Social Psychology, 26(2), 124-148.Shavitt, S. (1992). Evidence for predicting the effectiveness of value-expressive versus utilitarian appeals: A reply to Johar and Sirgy. Journal of Advertising, 21(2), 47-51.Shavitt, S., Lowrey, T. M., & Han, S. P. (1992). Attitude functions in advertising: The interactive role of products and self-monitoring. Journal of Consumer Psychology, 1(4), 337-364.Sheinin, D. A., & Schmitt, B. H. (1994). Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10.Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278-292.Sichtmann, C., & Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5), 567-585.Simmons, C. J., & Lynch Jr, J. G. (1991). Inference effects without inference making? Effects of missing information on discounting and use of presented information. Journal of Consumer Research, 17(4), 477-491.Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.Sivanathan, N., & Pettit, N. C. (2010). Protecting the self through consumption: Status goods as affirmational commodities. Journal of Experimental Social Psychology, 46(3), 564-570.Siyanbola, A. B. (2021). An assessment of the appropriateness of selected logos of renowned and small-scale brands. Yıldız Journal of Art and Design, 8(1), 1-11.Sjödin, H. (2008). Upsetting brand extensions: An enquiry into current customers` inclination to spread negative word of mouth. Journal of Brand Management, 15(4), 258-271.Stamatogiannakis, A., Luffarelli, J., & Yang, H. (2020, March 12). What does the symmetry of your logo say about your brand?. Harvard Business Review. https://hbr.org/2020/03/what-does-the-symmetry-of-your-logo-say-about-your-brand.Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12(1), 31-46.Swaminathan, V., Fox, R. J., & Reddy, S. K. (2001). The impact of brand extension introduction on choice. Journal of Marketing, 65(4), 1-15.Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24(2), 36-41.Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost control world. Journal of Advertising Research, 28(4), 26–30.Taylor, V. A., & Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140.Thompson, D. V., Hamilton, R. W., & Rust, R. T. (2005). Feature fatigue: When product capabilities become too much of a good thing. Journal of Marketing Research, 42(4), 431-442.Tofighi, M., Grohmann, B., & Bodur, H. O. (2020). Ethical attribute and brand concept congruity enhances brand evaluations. European Journal of Marketing, 54(1), 79-108.Torelli, C. J., Özsomer, A., Carvalho, S. W., Keh, H. T., & Maehle, N. (2012). Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?. Journal of Marketing, 76(4), 92-108.Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276.Trijp, H. C. V., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category–level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281-292.Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62-76.Van Boven, L. (2005). Experientialism, materialism, and the pursuit of happiness. Review of General Psychology, 9(2), 132-142.Van den Bosch, A. L., De Jong, M. D., & Elving, W. J. (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10(2), 108-116.Van der Lans, R., Cote, J. A., Cole, C. A., Leong, S. M., Smidts, A., Henderson, P. W., ... & Schmitt, B. H. (2009). Cross-national logo evaluation analysis: An individual-level approach. Marketing Science, 28(5), 968-985.Van Osselaer, S. M., & Alba, J. W. (2003). Locus of equity and brand extension. Journal of Consumer Research, 29(4), 539-550.Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising Research, 20(5), 27-33.Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26(1), 57-66.Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.Wallace, R. (2001). Proving our value: Measuring package design`s return on investment. Design Management Journal, 12(3), 20-27.Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: Measuring the relative ownership potential of brand identity element types. Journal of Brand Management, 27(4), 393-407.Weilbacher, W. M. (1995). Brand Marketing: Building Winning Brand Strategies that Deliver Value and Customer Satisfaction. National Textbook Company.Wernerfelt, B., & Montgomery, C. A. (1988). Tobin`s q and the importance of focus in firm performance. The American Economic Review, 78(1), 246-250.Wheeler, A. R. (2003). Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. John Wiley & Sons.Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands?. Journal of Marketing Research, 46(2), 247-259.Winterich, K. P., Mittal, V., & Ross Jr, W. T. (2009). Donation behavior toward in-groups and out-groups: The role of gender and moral identity. Journal of Consumer Research, 36(2), 199-214.Woods, W. A. (1960). Psychological dimensions of consumer decision. Journal of Marketing, 24(3), 15-19.Wu, C., & Yen, Y. C. (2007). How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations. Journal of Product & Brand Management, 16(5), 334-341.Yorkston, E. A., Nunes, J. C., & Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of Marketing, 74(1), 80-93.Zahari, A. R., Esa, E., & Azizan, N. A. (2021). Logo Design Characteristics of the Top 50 Most Valuable ASEAN Brands: An Empirical Study of Pre-and Post-Coronavirus Impact. Global Business & Management Research, 13(4), 93-104.Zaichkowsky, J. L. (1987). The emotional affect of product involvement. Advances in Consumer Research, 14, 32-35.Zaichkowsky, J. L. (2010). Strategies for distinctive brands. Journal of Brand Management, 17(8), 548-560.Zhang, S., & Sood, S. (2002). “Deep” and “surface” cues: Brand extension evaluations by children and adults. Journal of Consumer Research, 29(1), 129-141.Zhang, Y. (1996). Chinese consumers’ evaluation of foreign products: the influence of culture, product types and product presentation format. European Journal of Marketing, 30(12), 50-68.Zhong, J. Y., & Mitchell, V. W. (2010). A mechanism model of the effect of hedonic product consumption on well‐being. Journal of Consumer Psychology, 20(2), 152-162. 描述 博士
國立政治大學
國際經營與貿易學系
107351503資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107351503 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.advisor Chen, Chien-Wei en_US dc.contributor.author (Authors) 鄭鈺㼆 zh_TW dc.contributor.author (Authors) Zheng, Yu-Ying en_US dc.creator (作者) 鄭鈺㼆 zh_TW dc.creator (作者) Zheng, Yu-Ying en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Sep-2023 15:20:41 (UTC+8) - dc.date.available 1-Sep-2023 15:20:41 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2023 15:20:41 (UTC+8) - dc.identifier (Other Identifiers) G0107351503 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147016 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 107351503 zh_TW dc.description.abstract (摘要) 本研究通過對文獻的回顧探討並建立實證，試圖分別探討標誌描述性所為消費者品牌評價和購買意願以及品牌延伸性和品牌延伸評價帶來的優勢及弊端。文中共設立了三個子研究：研究一通過問卷調查的方法，考察標誌描述性與消費者品牌評價及購買意願的相關性中品牌概念的調節效果；研究二通過實驗設計法，使用三方交互模型納入產品類型，探討其對品牌概念與標誌描述性的交互效果的調節作用；研究三使用實驗設計以分析標誌描述性對品牌延伸性及品牌延伸評價的影響，以及品類適配度在關係中的調節作用。根據本研究的研究結果，品牌概念調節標誌描述性對品牌評價和購買意願之間的正相關關係，功能性品牌若擁有高描述性的標誌，會更加促進消費者的正面反應。產品類型可以調節這種交互效果，當功利型產品與功能性品牌匹配起來時，這種正向影響被就會進一步加強，享樂型產品與符號性品牌的匹配則反之。此外，從品牌角度，標誌描述性會為品牌延伸性及品牌延伸評價帶來負面影響，而品類適配度的高低則會調節這種相關性。在關於標誌描述性的探討極為有限的當下，本研究在進一步豐富對標誌描述性與消費者反饋的關係的基礎上，開拓性地探討了標誌描述性對品牌延伸性及品牌延伸評價可能造成的負面影響，從不同面向不同角度充實了該領域的研究。 zh_TW dc.description.abstract (摘要) Through a review of the literature and the establishment of empirical evidence, this research attempts to investigate the benefits and drawbacks of logo descriptiveness for consumers` brand evaluation and purchase intention, as well as brand extendibility and brand extension evaluations. Three sub-studies are developed: Study 1 examines the moderating effect of brand concept on the correlation between logo descriptiveness and consumer brand evaluation and purchase intention through a survey design; Study 2 incorporates product type into a three-way interaction model to investigate the moderating effect of the interaction between brand concept and logo descriptiveness through an experimental design; Study 3 uses experimental designs to analyze the effect of logo descriptiveness on brand extendibility and brand extension evaluations, as well as the moderating effect of category fit in the relationship.According to the research results, this research validates that brand concept moderates the positive correlation between logo descriptiveness and brand evaluation and purchase intentions, and that functional brands with highly descriptive logos are more likely to promote positive consumer responses. Product type moderates this interaction, with this positive effect being further enhanced when utilitarian products are matched with functional brands, and vice versa for hedonic products with symbolic brands.In addition, from a branding perspective, logo descriptiveness has a negative impact on brand extendibility and brand extension evaluation, while category fit moderates this correlation. Given the limited discussions on logo descriptiveness at present, this research not only further enriches the understanding of relationship between logo descriptiveness and consumer feedback, but also pioneeringly explores the potential negative impacts of logo descriptiveness on brand extendibility and brand extension evaluations, thus substantively enriching the research in this field from various angles and perspectives. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究流程 4第二章 文獻探討 6第一節 品牌及品牌識別元素 6第二節 標誌及標誌描述性 8第三節 品牌概念 11第四節 品牌延伸 14第五節 品類適配度 19第六節 產品類型 22第三章 研究方法 27第一節 研究架構 27第二節 研究假說 28第四章 研究一 37第一節 研究設計 37第二節 研究結果 48第五章 研究二 62第一節 實驗設計 62第二節 研究結果 69第六章 研究三 82第一節 實驗設計 82第二節 研究結果 88第七章 假說驗證 110第八章 結論與建議 112第一節 研究結論與探討 112第二節 理論貢獻 115第三節 實務意涵 118第四節 研究限制與未來研究建議 121參考文獻 125 zh_TW dc.format.extent 8731498 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107351503 en_US dc.subject (關鍵詞) 標誌描述性 zh_TW dc.subject (關鍵詞) 品牌概念 zh_TW dc.subject (關鍵詞) 產品類型 zh_TW dc.subject (關鍵詞) 品牌延伸 zh_TW dc.subject (關鍵詞) 品類適配度 zh_TW dc.subject (關鍵詞) Category fit en_US dc.subject (關鍵詞) Logo descriptiveness en_US dc.subject (關鍵詞) Brand concept en_US dc.subject (關鍵詞) Product type en_US dc.subject (關鍵詞) Brand extension en_US dc.title (題名) 標誌描述性之利弊探討 zh_TW dc.title (題名) Logo Descriptiveness: the Good and the Bad en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8-23.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.Aaker, D. A., & Moorman, C. (2017). Strategic Market Management. John Wiley & Sons.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand. Free Press.Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research, 28(1), 1-17.Airey, D. (2009). Logo Design Love: A Guide to Creating Iconic Brand Identities. New Riders.Allman, H. F., Fenik, A. P., Hewett, K., & Morgan, F. N. (2016). Brand image evaluations: The interactive roles of country of manufacture, brand concept, and vertical line extension type. Journal of International Marketing, 24(2), 40-61.Amatulli, C., De Angelis, M., & Donato, C. (2020). An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication. Psychology & Marketing, 37(4), 523-534.Austin, J. T., & Vancouver, J. B. (1996). Goal constructs in psychology: Structure, process, and content. Psychological Bulletin, 120(3), 338-375.Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.Baker, M. J., & Balmer, J. M. (1997). Visual identity: Trappings or substance?. European Journal of Marketing, 31(5/6), 366-382.Balachander, S., & Ghose, S. (2003). Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing, 67(1), 4-13.Baltas, G., Kokkinaki, F., & Loukopoulou, A. (2017). Does variety seeking vary between hedonic and utilitarian products? The role of attribute type. Journal of Consumer Behaviour, 16(6), e1-e12.Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.Batra, R., Lenk, P., & Wedel, M. (2010). Brand extension strategy planning: Empirical estimation of brand–category personality fit and atypicality. Journal of Marketing Research, 47(2), 335-347.Berger, J., & Ward, M. (2010). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555-569.Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32-43.Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.Biehal, G., & Chakravarti, D. (1986). Consumers` use of memory and external information in choice: Macro and micro perspectives. Journal of Consumer Research, 12(4), 382-405.Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065-1078.Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller`s model. International Journal of Research in Marketing, 13(4), 365-377.Bottomley, P. A., & Holden, S. J. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), 494-500.Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.Boush, D. M., Shannon, S., Barbara, L., Ezra, G., Susan, C., Ellen, K., Betty, M., Dennis, M., Linda, R., & Jon, S. (1987). Affect generalization to similar and dissimilar brand extensions. Psychology and Marketing, 4 (Fall), 225-237.Bouten, L. M., Snelders, D., & Hultink, E. J. (2011). The impact of fit measures on the consumer evaluation of new co‐branded products. Journal of Product Innovation Management, 28(4), 455-469.Bresciani, S., & Del Ponte, P. (2017). New brand logo design: Customers’ preference for brand name and icon. Journal of Brand Management, 24(5), 375-390.Bridges, S. A. (1991). A Schema Unification Model of Brand Extensions. Stanford University.Bridges, S., Keller, K. L., & Sood, S. (2000). Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 1-11.Brock, T. C. (1968). Implications of commodity theory for value change. In A. G. Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological Foundations of Attitudes (pp. 243-275). Academic Press.Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228.Buil, I., de Chernatony, L., & Hem, L. E. (2009). Brand extension strategies: Perceived fit, brand type, and culture influences. European Journal of Marketing, 43(11/12), 1300-1324.Carpenter, G. S., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26(3), 285-298.Carter, T. J., & Gilovich, T. (2012). I am what I do, not what I have: The differential centrality of experiential and material purchases to the self. Journal of Personality and Social Psychology, 102(6), 1304-1317.Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752-766.Chakravarti, D., MacInnis, D. J., & Nakamoto, K. (1990). Product category perceptions, elaborative processing and brand name extension strategies. Advances in Consumer Research, 17, 910-916.Chaudhuri, A. (1998). Product class effects on perceived risk: The role of emotion. International Journal of Research in Marketing, 15(2), 157-168.Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58.Chen, Y. S. A., & Bei, L. T. (2019). The effects of logo frame design on brand extensions. Journal of Product & Brand Management, 29(1), 97-113.Chernev, A. (2004). Goal–attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1-2), 141-150.Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11(2), 643-654.Chitturi, R., Raghunathan, R., & Mahajan, V. (2007). Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences. Journal of Marketing Research, 44(4), 702-714.Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63.Cian, L., Krishna, A., & Elder, R. S. (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184-197.Cohen, J. B., & Areni, C. S. (1991). Affect and consumer behavior. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of Consumer Theory and Research (pp. 188-240). NJ: Prentice-Hall.Cohen, J. B., & Basu, K. (1987). Alternative models of categorization: Toward a contingent processing framework. Journal of Consumer Research, 13(4), 455-472.Collins-Dodd, C., & Louviere, J. J. (1999). Brand equity and retailer acceptance of brand extensions. Journal of Retailing and Consumer Services, 6(1), 1-13.Crowley, A. E., Spangenberg, E. R., & Hughes, K. R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing Letters, 3(3), 239-249.Czellar, S. (2003). Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.Dahlén, M., & Rosengren, S. (2005). Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link. Journal of Brand Management, 12(3), 151-164.Dawar, N. (1996). Extensions of broad brands: The role of retrieval in evaluations of fit. Journal of Consumer Psychology, 5(2), 189-207.Dawar, N., & Lei, J. (2009). Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations. Journal of Business Research, 62(4), 509-516.De Chernatony, L. (2010). Creating Powerful Brands. Routledge.Deng, Q. C., & Messinger, P. R. (2022). Dimensions of brand-extension fit. International Journal of Research in Marketing, 39(3), 764-787.Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73-93.Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.Drolet, A., Simonson, I., & Tversky, A. (2000). Indifference curves that travel with the choice set. Marketing Letters, 11(3), 199-209.Drolet, A., Williams, P., & Lau-Gesk, L. (2007). Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products. Marketing Letters, 18(4), 211-221.Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44.Eisenbeiss, M., Wilken, R., Skiera, B., & Cornelissen, M. (2015). What makes deal-of-the-day promotions really effective? The interplay of discount and time constraint with product type. International Journal of Research in Marketing, 32(4), 387-397.Engle, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior. Chicago: Dryden.Ernst & Young, N. (1999). New Product Introduction–Successful Innovation/Failure: A Fragile Boundary. Ernst & Young Global Client Consulting, Paris.Farquhar, P. H., Han, J. Y., Herr, P. M., & Ijiri, Y. (1992). Strategies for leveraging master brands. Marketing Research, 4(3), 32-43.Fazio, R. H. (1986). How do attitudes guide behavior. In R. M. Sorrentino, & E. T. E. Higgins (Eds.), Handbook of Motivation and Cognition: Foundations of Social Behavior (pp. 204-243). New York: Guilford Press.Fazio, R. H. (1995). Attitudes as object-evaluation associations: Determinants, consequences, and correlates of attitude accessibility. In R. E. Petty, & J. A. Krosnick (Eds.), Attitude Strength: Antecedents and Consequences (pp. 247-282). Psychology Press.Fischer, P. M., Schwartz, M. P., Richards, J. W., Goldstein, A. O., & Rojas, T. H. (1991). Brand logo recognition by children aged 3 to 6 years: Mickey Mouse and Old Joe the Camel. The Journal of the American Medical Association, 266(22), 3145-3148.Fiske, S. T. (1982). Schema-triggered affect: Applications to social perception. In M. S. Clark, & S. T. Fiske (Eds.), Affect and Cognition: 17th Annual Carnegie Mellon Symposium on Cognition (pp. 55-78). Hillsdale: Lawrence Erlbaum.Fiske, S. T., & Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino, & E. T. E. Higgins (Eds.), The Handbook of Motivation and Cognition: Foundations of Social Behavior (pp. 167-203). New York: Guilford.Folger, R. (1992). On wanting what we do not have. Basic and Applied Social Psychology, 13(1), 123-133.Gao, L., Wheeler, S. C., & Shiv, B. (2009). The “shaken self”: Product choices as a means of restoring self-view confidence. Journal of Consumer Research, 36(1), 29-38.Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management, 17(1), 4-12.Gill, T. (2008). Convergent products: what functionalities add more value to the base?. Journal of Marketing, 72(2), 46-62.Goedertier, F., Dawar, N., Geuens, M., & Weijters, B. (2015). Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit. Journal of Business Research, 68(1), 157-165.Grewal, D., Roggeveen, A. L., & Lindsey-Mullikin, J. (2014). The contingent effects of semantic price cues. Journal of Retailing, 90(2), 198-205.Gürhan-Canli, Z. (2003). The effect of expected variability of product quality and attribute uniqueness on family brand evaluations. Journal of Consumer Research, 30(1), 105-114.Gürhan-Canli, Z., & Maheswaran, D. (1998). The effects of extensions on brand name dilution and enhancement. Journal of Marketing Research, 35(4), 464-473.Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86-93.Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608-618.Hartnett, N., Romaniuk, J., & Kennedy, R. (2016). Comparing direct and indirect branding in advertising. Australasian Marketing Journal, 24(1), 20-28.Hem, L. E., De Chernatony, L., & Iversen, N. M. (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14-30.Henderson, P. W., Giese, J. L., & Cote, J. A. (2004). Impression management using typeface design. Journal of Marketing, 68(4), 60-72.Herr, P. M., Farquhar, P. H., & Fazio, R. H. (1996). Impact of dominance and relatedness on brand extensions. Journal of Consumer Psychology, 5(2), 135-159.Hirschman, E. C. (1980). Attributes of attributes and layers of meaning. Advances in Consumer Research, 7, 7-12.Hirschman, E. C. (1986). The effect of verbal and pictorial advertising stimuli on aesthetic, utilitarian and familiarity perceptions. Journal of Advertising, 15(2), 27-34.Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.Hoek, J., & Gendall, P. (2010). Colors, brands, and trademarks: The marketing (and legal) problems of establishing distinctiveness. Journal of Advertising Research, 50(3), 316-322.Holbrook, M. B. (1986). Emotion in the consumption experience: Toward a new model of the human consumer. In R. A. Peterson, W. D. Hoyer, & W. R. Wilson (Eds.), The Role of Affect in Consumer Behavior: Emerging Theories and Applications (pp. 17-52). Lexington, Mass: Lexington Books.Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.Holbrook, M. B., & Moore, W. L. (1981). Feature interactions in consumer judgments of verbal versus pictorial presentations. Journal of Consumer Research, 8(1), 103-113.Homburg, C., Koschate, N., & Hoyer, W. D. (2006). The role of cognition and affect in the formation of customer satisfaction: A dynamic perspective. Journal of Marketing, 70(3), 21-31.Homer, P. M. (2008). Perceived quality and image: When all is not “rosy”. Journal of Business Research, 61(7), 715-723.Howell, R. T., & Hill, G. (2009). The mediators of experiential purchases: Determining the impact of psychological needs satisfaction and social comparison. The Journal of Positive Psychology, 4(6), 511-522.Hsu, C. L., Yu, L. C., & Chang, K. C. (2017). Exploring the effects of online customer reviews, regulatory focus, and product type on purchase intention: Perceived justice as a moderator. Computers in Human Behavior, 69, 335-346.Inman, J. J. (2001). The role of sensory-specific satiety in attribute-level variety seeking. Journal of Consumer Research, 28(1), 105-120.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: Proxy for a price cut?. Journal of Consumer Research, 17(1), 74-81.Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68-79.Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18-32.Jap, S. D. (1993). An examination of the effects of multiple brand extensions on the brand concept. Advances in Consumer Research, 20, 606-611.Jeon, J. E. (2017). The impact of brand concept on brand equity. Asia Pacific Journal of Innovation and Entrepreneurship, 11(2), 233-245.Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular-and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726.Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23-33.Johnson, R. D., & Levin, I. P. (1985). More than meets the eye: The effect of missing information on purchase evaluations. Journal of Consumer Research, 12(2), 169-177.Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.Jun, J. W., Cho, C. H., & Kwon, H. J. (2008). The role of affect and cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382-398.Kahn, B. E., & Lehmann, D. (1991). Modeling choice among assortments. Journal of Retailing, 67(3), 274–299.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic Brand Management: A European Perspective. Pearson Education.Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education India.Khan, U., Dhar, R., & Wertenbroch, K. (2005). A behavioral decision theory perspective on hedonic and utilitarian choice. In S. Ratneshwar, & D. G. Mick (Eds.), Inside Consumption (pp. 166-187). Routledge.Kim, H., & John, D. R. (2008). Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18(2), 116-126.Kim, S. A., & Kim, J. (2016). The influence of hedonic versus utilitarian consumption situations on the compromise effect. Marketing Letters, 27(2), 387-401.Kivetz, R., & Simonson, I. (2002a). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155-170.Kivetz, R., & Simonson, I. (2002b). Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 29(2), 199-217.Klein, K., & Melnyk, V. (2016). Speaking to the mind or the heart: Effects of matching hedonic versus utilitarian arguments and products. Marketing Letters, 27(1), 131-142.Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335.Klink, R. R., Smith, D. C., & LeClair, D. T. (1997). On the extendibility of brands [Conference]. 1997 AMA Winter Educators` Conference: Marketing Theory and Applications, Chicago, IL, United States.Kohli, C., & Suri, R. (2002). Creating effective logos: Insights from theory and practice. Business Horizons, 45(3), 58-64.Kohli, C., Thomas, S., & Suri, R. (2013). Are you in good hands?: Slogan recall: What really matters. Journal of Advertising Research, 53(1), 31-42.Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.Kotler. (1991). Marketing management: Analysis, planning, implementation, and control. London: Prentice-Hall.Krishna, A. (2013). Customer sense: How the 5 senses influence buying behavior. Springer.Kushwaha, T., & Shankar, V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, 77(4), 67-85.Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.Lanseng, E. J., & Olsen, L. E. (2012). Brand alliances: The role of brand concept consistency. European Journal of Marketing, 46(9), 1108-1126.Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.Lawson, R., & Balakrishnan, S. (1998). Developing and managing brand image and brand concept strategies [Conference]. 1998 AMA Winter Educators` Conference: Marketing Theory and Applications, Chicago, IL, United States.Lee, Y. H., & Ang, K. S. (2003). Brand name suggestiveness: A Chinese language perspective. International Journal of Research in Marketing, 20(4), 323-335.Leong, S. M., Ang, S. H., & Tham, L. L. (1996). Increasing brand name recall in print advertising among Asian consumers. Journal of Advertising, 25(2), 65-81.Levy, J. M., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.Loken, B., & John, D. R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact?. Journal of Marketing, 57(3), 71-84.Loken, B., Joiner, C., & Peck, J. (2002). Category attitude measures: Exemplars as inputs. Journal of Consumer Psychology, 12(2), 149-161.Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266.Luffarelli, J., Mukesh, M., & Mahmood, A. (2019a). Let the logo do the talking: The influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5), 862-878.Luffarelli, J., Mukesh, M., & Mahmood, A. (2019b, September 12). A study of 597 Logos shows which kind is most effective. Harvard Business Review. https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective.Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The visual asymmetry effect: An interplay of logo design and brand personality on brand equity. Journal of Marketing Research, 56(1), 89-103.Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43-57.MacInnis, D. J., & Nakamoto, K. (1990). Examining Factors That Influence the Perceived Goodness of Brand Extensions. (Working Paper #54). Tucson: University of Arizona.MacInnis, D. J., Nakamoto, K., & Mani, G. (1992). Cognitive associations and product category comparisons: The role of knowledge structure and context. Advances in Consumer Research, 19, 260-267.MacInnis, D. J., Shapiro, S., & Mani, G. (1999). Enhancing brand awareness through brand symbols. Advances in Consumer Research, 26, 601-608.Magno, F., Cassia, F., & Ugolini, M. (2017). Impact of voluntary product recalls on utilitarian and hedonic attitudes: Is it the same for all brands?. Australian Journal of Management, 42(1), 161-174.Maheswaran, D., Mackie, D. M., & Chaiken, S. (1992). Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments. Journal of Consumer Psychology, 1(4), 317-336.Mahmood, A., Luffarelli, J., & Mukesh, M. (2019). What`s in a logo? The impact of complex visual cues in equity crowdfunding. Journal of Business Venturing, 34(1), 41-62.Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(4), 471-484.Martínez, E., & Pina, J. M. (2010). Consumer responses to brand extensions: A comprehensive model. European Journal of Marketing, 44(7/8), 1182–1205.Meyer, R. J. (1981). A model of multiattribute judgments under attribute uncertainty and informational constraint. Journal of Marketing Research, 18(4), 428-441.Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.Milberg, S. J., Park, C. W., & McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology, 6(2), 119-140.Mitchell, V. W., & Balabanis, G. (2021). The role of brand strength, type, image and product-category fit in retail brand collaborations. Journal of Retailing and Consumer Services, 60, 102445.Mittal, B. (1989). Must consumer involvement always imply more information search? Advances in Consumer Research, 16, 167-172.Mittal, B., Ratchford, B., & Prabhakar, P. (1990). Functional and expressive attributes as determinants of brand-attitude. Research in Marketing, 10, 135-155.Monga, A. B., & John, D. R. (2007). Cultural differences in brand extension evaluation: The influence of analytic versus holistic thinking. Journal of Consumer Research, 33(4), 529-536.Monga, A. B., & John, D. R. (2010). What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. Journal of Marketing, 74(3), 80-92.Moon, J., Chadee, D., & Tikoo, S. (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, 61(1), 31-39.Murphy, G. L., & Medin, D. L. (1985). The role of theories in conceptual coherence. Psychological Review, 92(3), 289-316.Murphy, J. (1998). What is branding?. In S. Hart, & J. Murphy (Eds), Brands: The New Wealth Creators (pp. 1-12), Palgrave Macmillan London.Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12(4), 264-278.Nishi, S., Kadota, T., & Uchida, S. (2021, September). Famous Companies Use More Letters in Logo: A Large-Scale Analysis of Text Area in Logo [Conference]. International Conference on Document Analysis and Recognition. Fukuoka, Japan.O’Donnell, M., & Evers, E. R. (2019). Preference reversals in willingness to pay and choice. Journal of Consumer Research, 45(6), 1315-1330.Oakley, J. L., Balachander, S., & Sriram, S. (2005). Understanding the simultaneous effects of category fit and order of entry on consumer perceptions of brand extensions. Advances in Consumer Research, 32, 135-136.Oakley, J. L., Duhachek, A., Balachander, S., & Sriram, S. (2008). Order of entry and the moderating role of comparison brands in brand extension evaluation. Journal of Consumer Research, 34(5), 706-712.Obermiller, C. (1985). Varieties of mere exposure: The effects of processing style and repetition on affective response. Journal of Consumer Research, 12(1), 17-30.Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.Olavarrieta, S., Torres, E., Vásquez-Parraga, A., & Barra, C. (2009). Derived versus full name brand extensions. Journal of Business Research, 62(9), 899-905.Olins, W. (1990). Corporate identity: Making business strategy visible through design. Harvard Business Review Press.Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160-1166.Park, C. W., & Moon, B. J. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing, 20(11), 977-997.Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180-187.Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193.Park, J. W., & Kim, K. H. (2001). Role of consumer relationships with a brand in brand extensions: Some exploratory findings. Advances in Consumer Research, 28, 179-185.Perry, A., & Wisnom, D. (2003). Before the Brand: Creating the Unique DNA of an Enduring Brand Identity. McGraw Hill Professional.Pittard, N., Ewing, M., & Jevons, C. (2007). Aesthetic theory and logo design: Examining consumer response to proportion across cultures. International Marketing Review, 24(4), 457-473.Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224-235.Ramaseshan, B., & Tsao, H. Y. (2007). Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458-466.Ratchford, B. T. (1987). New insights about the FCB grid. Journal of Advertising Research, 27(4), 24-38.Ratner, R. K., Kahn, B. E., & Kahneman, D. (1999). Choosing less-preferred experiences for the sake of variety. Journal of Consumer Research, 26(1), 1-15.Reast, J. D. (2005). Brand trust and brand extension acceptance: The relationship. Journal of Product & Brand Management, 14(1), 4-13.Ren, J., & Nickerson, J. V. (2019). Arousal, valence, and volume: How the influence of online review characteristics differs with respect to utilitarian and hedonic products. European Journal of Information Systems, 28(3), 272-290.Rolls, B. J. (1986). Sensory-specific satiety. Nutrition Reviews (USA), 44(3), 93-101.Romaniuk, J., & Gaillard, E. (2007). The relationship between unique brand associations, brand usage and brand performance: Analysis across eight categories. Journal of Marketing Management, 23(3-4), 267-284.Romaniuk, J., & Nenycz-Thiel, M. (2014). Measuring the strength of color brand-name links: The comparative efficacy of measurement approaches. Journal of Advertising Research, 54(3), 313-319.Romaniuk, J., & Sharp, B. (2016). How Brands Grow. Part 2: Including Emerging Markets, Services and Durables, New Brands and Luxury Brands. Oxford University Press.Roth, M. S. (1992). Depth versus breadth strategies for global brand image management. Journal of Advertising, 21(2), 25-36.Rucker, D. D., & Galinsky, A. D. (2009). Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior. Journal of Experimental Social Psychology, 45(3), 549-555.Sattler, H., Völckner, F., Riediger, C., & Ringle, C. M. (2010). The impact of brand extension success drivers on brand extension price premiums. International Journal of Research in Marketing, 27(4), 319-328.Schmitt, B., & Simonson, A. (1997). Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. Free Press.Schultz, D. E. (1992). Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76-94.Shao, A., & Li, H. (2021). How do utilitarian versus hedonic products influence choice preferences: Mediating effect of social comparison. Psychology & Marketing, 38(8), 1250-1261.Shavitt, S. (1990). The role of attitude objects in attitude functions. Journal of Experimental Social Psychology, 26(2), 124-148.Shavitt, S. (1992). Evidence for predicting the effectiveness of value-expressive versus utilitarian appeals: A reply to Johar and Sirgy. Journal of Advertising, 21(2), 47-51.Shavitt, S., Lowrey, T. M., & Han, S. P. (1992). Attitude functions in advertising: The interactive role of products and self-monitoring. Journal of Consumer Psychology, 1(4), 337-364.Sheinin, D. A., & Schmitt, B. H. (1994). Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10.Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278-292.Sichtmann, C., & Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5), 567-585.Simmons, C. J., & Lynch Jr, J. G. (1991). Inference effects without inference making? Effects of missing information on discounting and use of presented information. Journal of Consumer Research, 17(4), 477-491.Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.Sivanathan, N., & Pettit, N. C. (2010). Protecting the self through consumption: Status goods as affirmational commodities. Journal of Experimental Social Psychology, 46(3), 564-570.Siyanbola, A. B. (2021). An assessment of the appropriateness of selected logos of renowned and small-scale brands. Yıldız Journal of Art and Design, 8(1), 1-11.Sjödin, H. (2008). Upsetting brand extensions: An enquiry into current customers` inclination to spread negative word of mouth. Journal of Brand Management, 15(4), 258-271.Stamatogiannakis, A., Luffarelli, J., & Yang, H. (2020, March 12). What does the symmetry of your logo say about your brand?. Harvard Business Review. https://hbr.org/2020/03/what-does-the-symmetry-of-your-logo-say-about-your-brand.Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12(1), 31-46.Swaminathan, V., Fox, R. J., & Reddy, S. K. (2001). The impact of brand extension introduction on choice. Journal of Marketing, 65(4), 1-15.Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24(2), 36-41.Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost control world. Journal of Advertising Research, 28(4), 26–30.Taylor, V. A., & Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140.Thompson, D. V., Hamilton, R. W., & Rust, R. T. (2005). Feature fatigue: When product capabilities become too much of a good thing. Journal of Marketing Research, 42(4), 431-442.Tofighi, M., Grohmann, B., & Bodur, H. O. (2020). Ethical attribute and brand concept congruity enhances brand evaluations. European Journal of Marketing, 54(1), 79-108.Torelli, C. J., Özsomer, A., Carvalho, S. W., Keh, H. T., & Maehle, N. (2012). Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?. Journal of Marketing, 76(4), 92-108.Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276.Trijp, H. C. V., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category–level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281-292.Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62-76.Van Boven, L. (2005). Experientialism, materialism, and the pursuit of happiness. Review of General Psychology, 9(2), 132-142.Van den Bosch, A. L., De Jong, M. D., & Elving, W. J. (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10(2), 108-116.Van der Lans, R., Cote, J. A., Cole, C. A., Leong, S. M., Smidts, A., Henderson, P. W., ... & Schmitt, B. H. (2009). Cross-national logo evaluation analysis: An individual-level approach. Marketing Science, 28(5), 968-985.Van Osselaer, S. M., & Alba, J. W. (2003). Locus of equity and brand extension. Journal of Consumer Research, 29(4), 539-550.Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising Research, 20(5), 27-33.Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26(1), 57-66.Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.Wallace, R. (2001). Proving our value: Measuring package design`s return on investment. Design Management Journal, 12(3), 20-27.Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: Measuring the relative ownership potential of brand identity element types. Journal of Brand Management, 27(4), 393-407.Weilbacher, W. M. (1995). Brand Marketing: Building Winning Brand Strategies that Deliver Value and Customer Satisfaction. National Textbook Company.Wernerfelt, B., & Montgomery, C. A. (1988). Tobin`s q and the importance of focus in firm performance. The American Economic Review, 78(1), 246-250.Wheeler, A. R. (2003). Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. John Wiley & Sons.Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands?. Journal of Marketing Research, 46(2), 247-259.Winterich, K. P., Mittal, V., & Ross Jr, W. T. (2009). Donation behavior toward in-groups and out-groups: The role of gender and moral identity. Journal of Consumer Research, 36(2), 199-214.Woods, W. A. (1960). Psychological dimensions of consumer decision. Journal of Marketing, 24(3), 15-19.Wu, C., & Yen, Y. C. (2007). How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations. Journal of Product & Brand Management, 16(5), 334-341.Yorkston, E. A., Nunes, J. C., & Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of Marketing, 74(1), 80-93.Zahari, A. R., Esa, E., & Azizan, N. A. (2021). Logo Design Characteristics of the Top 50 Most Valuable ASEAN Brands: An Empirical Study of Pre-and Post-Coronavirus Impact. Global Business & Management Research, 13(4), 93-104.Zaichkowsky, J. L. (1987). The emotional affect of product involvement. Advances in Consumer Research, 14, 32-35.Zaichkowsky, J. L. (2010). Strategies for distinctive brands. Journal of Brand Management, 17(8), 548-560.Zhang, S., & Sood, S. (2002). “Deep” and “surface” cues: Brand extension evaluations by children and adults. Journal of Consumer Research, 29(1), 129-141.Zhang, Y. (1996). Chinese consumers’ evaluation of foreign products: the influence of culture, product types and product presentation format. European Journal of Marketing, 30(12), 50-68.Zhong, J. Y., & Mitchell, V. W. (2010). A mechanism model of the effect of hedonic product consumption on well‐being. Journal of Consumer Psychology, 20(2), 152-162. zh_TW
