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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 2019-07
上傳時間 3-十月-2019 13:54:58 (UTC+8)
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
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 3-十月-2019 13:54:58 (UTC+8)-
dc.date.available 3-十月-2019 13:54:58 (UTC+8)-
dc.date.issued (上傳時間) 3-十月-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