| dc.contributor | 企管系 | |
| dc.creator (作者) | 別蓮蒂 | |
| dc.creator (作者) | Bei, Lien-Ti | |
| dc.creator (作者) | Chen, Yu-Shan Athena* | |
| dc.date (日期) | 2019-07 | |
| dc.date.accessioned | 3-Oct-2019 13:54:58 (UTC+8) | - |
| dc.date.available | 3-Oct-2019 13:54:58 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-Oct-2019 13:54:58 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/126533 | - |
| dc.description.abstract (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. | |
| dc.format.extent | 462229 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Product & Brand Management, | |
| dc.subject (關鍵詞) | Brand image ; Bnd extension ; Rulatory focus ; Logo design ; Logo frame P | |
| dc.title (題名) | The Effects of Logo Frame Design on Brand Extensions | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1108/JPBM-12-2017-1698 | |
| dc.doi.uri (DOI) | https://doi.org/10.1108/JPBM-12-2017-1698 | |
