Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/126533
題名: | The Effects of Logo Frame Design on Brand Extensions | 作者: | 別蓮蒂 Bei, Lien-Ti Chen, Yu-Shan Athena* |
貢獻者: | 企管系 | 關鍵詞: | Brand image ; Bnd extension ; Rulatory focus ; Logo design ; Logo frame P | 日期: | Jul-2019 | 上傳時間: | 3-Oct-2019 | 摘要: | Purpose – The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach – Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings – Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications – As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications – If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value – This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes. | 關聯: | Journal of Product & Brand Management, | 資料類型: | article | DOI: | https://doi.org/10.1108/JPBM-12-2017-1698 |
Appears in Collections: | 期刊論文 |
Show full item record
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.