學術產出-學位論文
文章檢視/開啟
書目匯出
-
題名 品牌改變標識對於消費者認知及品牌態度的影響—以Pinkoi為例
The Effect of Brand Logo Changes on Consumer Perception and Brand Attitude – Taking Pinkoi As An Example作者 羅育翎
Lo, Yu-Ling貢獻者 張愛華
Chang, Ai-Hwa
羅育翎
Lo, Yu-Ling關鍵詞 品牌標識
品牌態度
品牌熟悉度
標識設計元素
標識態度
Logo
Brand attitude
Brand familiarity
Logo design elements
Logo attitude日期 2022 上傳時間 2-九月-2022 15:50:20 (UTC+8) 摘要 近年許多品牌進行品牌重塑，以宣告其經營策略或是品牌精神的改變，而其中視覺上的改變，例如品牌標識的更新，最容易被大眾察覺，亦在新聞媒體及網路社群中引起大量討論。本研究選定於2019年改變品牌標識的台灣電商品牌Pinkoi作為研究目標，並以消費者的品牌熟悉度、對於品牌新標識的評價及態度、認知標識與品牌間的一致性為變數，來了解品牌的新標識是否會對消費者對於品牌的態度有所改變。 本研究以發放網路問卷進行調查，讓已知該品牌舊標識的消費者在問卷中接觸該品牌的新標識，針對新標識的設計元素、標識與品牌間的一致性、對於標識及品牌的態度、了解品牌改變標識的原因之程度進行填答，並讓消費者透過品牌影片了解改變標識的原因，總共收集276份有效樣本。 研究結果顯示，消費者對品牌的熟悉度並不會顯著影響其對於新標識的評價及新標識的態度，但對於認知新、舊標識與品牌間的一致性皆具有正向的影響，而標識的設計元素，如顏色、字型等皆會正向的影響消費者對於新標識的評價，進而影響到消費者對於新標識的態度，且新標識的評價及態度亦在設計元素對於品牌態度的影響中具有多重中介效果。本研究也發現消費者在觀看品牌重塑的影片之後，能夠提高其對於品牌的態度，因此，品牌在進行品牌標識的改變時，應思考如何向消費者溝通其改變標識的原因，同時也應注意新的標識是否與策略改變的方向一致，以降低消費者對於新標識的負面態度，進而對品牌態度造成負面影響。
In recent years, many brands declare the strategic change or brand renewal by rebranding. Since people find the changes on visual identity the most noticeable, it is usually a hot topic after an announcement of the new logo from a famous brand.This study chooses an e-commerce brand, Pinkoi, as the research object, to investigate the relationship between brand familiarity, logo evaluation, logo attitude, brand-logo congruency, and brand attitude. The study conducts an online survey to collect responses to questionnaire and 276 validated questionnaires are collected. Then the respondents will respond to their brand familiarity, logo evaluation, brand-logo congruency, attitudes toward the new logo, the degree of understanding the motivations of the rebranding and their attitudes toward the brand with the redesigned logo in sequence.The results show that, brand familiarity would not affect logo evaluation nor logo attitude; however, it would positively affect brand-logo congruency. The logo design elements such as color and typeface would positively affect logo evaluation and thus have an impact on brand attitude. The findings also show that after understanding the motivations of redesigning the logo, the respondents will show more positive attitude toward the brand. Therefore, it is recommended that brand communicate the reasons for changing the logo with their customers and ensure that the redesigned logo can be aligned with the strategic change to improve customer’s attitude toward the brand.參考文獻 一、中文文獻行政院文化建設委員會（2011）。2011台灣文化創意產業發展年報。臺北市：行政院文化建設委員會。吳統雄（1985）。態度與行為研究的信度與效度：理論、應用、反省。民意學術專刊夏季號，頁29-53。林磐聳（1985）。企業識別系統。臺北市：藝風堂出版社。洪惠瓊（2004），企業識別系統改變宣告對股價之影響，國立成功大學國際企業研究所未出版碩士論文。陳安妤（2015）。網路平台上設計商品之經營模式－以Pinkoi為例，國立清華大學科技管理所未出版碩士論文。二、英文文獻Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048-1063.Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37, 203-214.Alden, D. L., Mukherjee, A., & Hoyer, W. D. (2000). The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising, 29(2), 1-15.Aslam, M. M. (2006). Are you selling the right colour? A cross-cultural review of colour as a marketing cue. Journal of Marketing Communications, 12(1), 15-30.Baker, M. J., & Balmer, J. M. T. (1997). Visual identity: Trappings or substance? European Journal of Marketing, 31(5/6), 366-382.Balmer, J. M. T. (1995). Corporate identity: The power and the paradox, Design Management Journal, Winter, 39-44.Balmer, J. M. T., & Gray, E. R. (2000). Corporate identity and corporate communications: Creating a competitive advantage. Industrial and Commercial Training, 32(7), 256-261.Balmer, J. M. T. (2001). Corporate identity, corporate branding and corporate marketing: Seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.Balmer, J. M. T. (2008). Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image. European Journal of Marketing, 42(9/10), 879-906.Berry, N. C. (1988). Revitalizing brands. Journal of Consumer Marketing, 5(3), 15-20.Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer responses. Journal of Marketing, 59, 16-29.Bolhuis, W., De Jong, M. D. T., & Van den Bosch, A. L. M. (2018). Corporate rebranding: Effects of corporate visual identity changes on employees and consumers. Journal of Marketing Communications, 24(1), 3-16.Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.Bresciani, S., & Del Ponte, P. (2017). New brand logo design: Customer’s preference for brand name and icon. Journal of Brand Management, 24, 375-390.Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30, 292-304.Childers, T. L., & Jass, J. (2002). All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory. Journal of Consumer Psychology, 12(2), 93-106.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, D. (1991). Trademark strategy revisited. Journal of Marketing, 55, 46-59.Dichter, E. (1985). What’s in an image. The Journal of Consumer Marketing, 2(1), 75-81.Dowling, G. R. (1988). Measuring corporate images: A review of alternative approaches. Journal of Business Research, 17, 27-34.Doyle, J. R., & Bottomley, P. A. (2004). Font appropriateness and brand choice. Journal of Business Research, 57, 873-880.Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10, 45-61.Erjansola, A.-M., Lipponen, J., Vehkalahti, K., Aula, H.-M., & Pirttilä-Backman, A.-M. (2021). From the brand logo to brand associations and the corporate identity: Visual and identity-based logo associations in a university merger. Journal of Brand Management, 28, 241-253.Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32, 378-388.Felix, R., & Borges, A. (2014). Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension. Journal of Brand Management, 21(7/8), 579-593.Foroudi, P., Melewar, T.C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67, 2269-2281.Foroudi, P., Melewar, T.C., & Gupta, S. (2017). Corporate logo: History, definition, and components. International Studies of Management & Organization, 47, 176-196.Gray, E. R., & Smeltzer, L. R. (1987). Planning a face-lift: Implementing a corporate image program. The Journal of Business Strategy, 8(1), 4-10.Grimes, A., & Doole, I. (1998). Exploring the relationships between colour and international branding: A cross cultural comparison of the UK and Taiwan. Journal of Marketing Management, 14, 799-817.Grobert, J., Cuny, C., & Fornerino, M. (2016). Surprise! We changed the logo. Journal of Product & Brand Management, 25(3), 239-246.Grohmann, B., Giese, J. L., & Parkman, I. D. (2013). Using type font characteristics to communicate brand personality of new brands. Journal of Brand Management, 20, 389-403.Grossman, R. P., & Wisenblit, J. Z. (1999). What we know about consumers’ color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75, 86-93.Heath, R. P. (1997). The wonderful world of color. Marketing Tools, 4(9), 44-51.Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62, 14-30.Henderson, P. W., Cote, J. A., Leong, S. M., & Schmitt, B. (2003). Building strong brands in Asia: Selecting the visual components of image to maximize brand strength. International Journal of Research in Marketing, 20, 297-313.Henderson, P. W., Giese, J. L., & Cote, J. A. (2004). Impression management using typeface design. Journal of Marketing, 68, 60-72.Huang, G. (2016). Moderating role of brand familiarity in cross-media effects: An information processing perspective. Journal of Promotion Management, 22(5), 665-683.Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, 16(8), 545-555.Ind, N. (1990). The corporate image: Strategies for effective identity programmes. Kogan Page.Jacoby, L. L., & Dallas, M. (1981). On the relationship between autobiographical memory and perceptual learning. Journal of Experimental Psychology: General, 110(3), 306-340.Jamal, A., & Goode, M. (2001). Consumers’ product evaluation: A study of the primary evaluative criteria in the precious jewellery market in the UK. Journal of Consumer Behaviour, 1(2), 140-155.Jin, C. H., Yoon, M. S., & Lee, J. Y. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management, 28(1), 50-62.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.Kapferer, J.-N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. The Free Press.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.Keller, K. L. (2003). Strategic brand management: Building measuring, and managing brand equity. 2nd ed. Upper Saddle River, New Jersey: Prentice Hall.Kim, M. J., & Lim, J. H. (2019). A comprehensive review on logo literature: Research topics, findings, and future directions. Journal of Marketing Management, 35(13-14), 1291-1365.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, 711-727.Lewis, C., & Walker, P. (1989). Typographic influences on reading. The British Psychological Study, 80(2), 241-257.Machado, J. C., Vacas de Carvalho, L., Torres, A., & Costa, P. (2015). Brand logo design: Examining consumer response to naturalness. Journal of Product & Brand Management, 24(1), 78-87.Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of International Marketing, 8(4), 90-107.Mandel, N., & Johnson, E. J. (2002). When web pages influence choice: Effects of visual primes on experts and novices. Journal of Consumer Research, 29(2), 235-245.Markwick, N., & Fill, C. (1995). Towards a framework for managing corporate identity. European Journal of Marketing, 31(5/6), 396-409.Melewar, T. C., & Saunders, J. (2000). Global corporate visual identity systems: Using an extended marketing mix. European Journal of Marketing, 34(5/6), 538-550.Melewar, T. C. (2003). Determinants of the corporate identity construct: A review of the literature. Journal of Marketing Communications, 9(4), 195-220.Melewar, T. C., Hussey, G., & Srivoravilai N. (2005). Corporate visual identity: The re-branding of France Télécom. Journal of Brand Management, 12(5), 379-394.Merrilees, B., & Miller, D. (2008). Principles of corporate rebranding. European Journal of Marketing, 42(5/6), 537-552.Miceli, G. “N.”, Scopelliti, I., Raimondo, M. A., & Donato, C. (2014). Breaking through complexity: Visual and conceptual dimensions in logo evaluation across exposures. Psychology and Marketing, 31(10), 886-899.Miller, D., Merrilees, B., & Yakimova, R. (2014). Corporate rebranding: An integrative review of major enablers and barriers to the rebranding process. International Journal of Management Reviews, 16, 265-289.Morrow, D. J. (1992). An image makeover. International Business, 5(3), 66-68.Müller, B., Kocher, B., & Crettaz, A. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66, 82-88.Noble, C. H., & Kumar, M. (2010) Exploring the appeal of product design: A grounded, value-based model of key design elements and relationships. Journal of Product Innovation Management, 64, 640-657.Olins, W. (1990). Corporate identity: Making business strategy visible through design. Harvard Business School Press.Pan, Y., & Schmitt, B. (1996). Language and brand attitudes: Impact of script and sound matching in Chinese and English. Journal of Consumer Psychology, 5(3), 263-277.Park, C. W., Maclnnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74, 1-17.Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (AA) model of customer-brand relationship. Journal of Consumer Psychology, 23(2), 229-248.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, 180-187.Peterson, M., AlShebil, S., Bishop, M. (2015). Cognitive and emotional processing of brand logo changes. Journal of Product & Brand Management, 24(7), 745-757.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.Salgado-Montejo, A., Velasco, C., & Olier, J. S. (2014). Love for logos: Evaluating the congruency between brand symbols and typefaces and their relation to emotional words. Journal of Brand Management, 21(7/8), 635-649.Schau, H. J., Muñiz Jr., A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73, 30-51.Schmitt, B. H., & Pan, Y. (1994). Managing corporate and brand identities in the Asia-Pacific region. California Management Review, 36(4), 32-48.Sharma, N., & Varki, S. (2018). Active white space (AWS) in logo designs: Effects on logo evaluations and brand communication. Journal of Advertising, 47, 270-281.Simõe, C., Dibb, S., & Fisk, R. P. (2005). Managing corporate identity: An internal perspective. Journal of the Academy of Marketing Science, 33(2), 153-168.Stuart, H., & Muzellec, L. (2004). Corporate makeovers: Can a hyena be rebranded? Journal of Brand Management, 11(6), 472-482.Tantillo, J., Di Lorenzo-Aiss, J., & Mathisen, R. E. (1995). Quantifying perceived differences in type styles: An exploratory study. Psychology & Marketing, 12(5), 447-457.Tavassoli, N. T. (2001). Color memory and evaluations for alphabetic and logographic brand names. Journal of Experimental Psychology: Applied, 7(2), 104-111.Van Grinsven, B., & Das, E. (2014). Processing different degrees of logo change: When higher levels of brand consciousness decrease openness to substantial logo changes. European Journal of Marketing, 49(11/12), 1710-1727.Van Riel, C. B. M. (1995). Principles of Corporate Communication. Prentice-Hall, Hemel Hempstead, UK.Van Riel, C. B. M., & Balmer, J. M. T. (1997). Corporate identity: The concept, its measurement and management. European Journal of Marketing, 31(5/6), 340-355.Van Riel, C. B. M., & Van den Ban, A. (2001). The added value of corporate logos – An empirical study. European Journal of Marketing, 35(3/4), 428-440.Walsh, M. F., Winterich, K. P., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.Walsh, M. F., Winterich, K. P., & Mittal, V. (2011). How re-designing angular logos to be rounded shapes brand attitude: Consumer brand commitment and self-construal. Journal of Consumer Marketing, 28(6), 438-558.Walsh, M. F., Cui, A. P., & MacInnis, D. J. (2019). How to successfully introduce logo redesigns. Journal of Brand Management, 26, 365-375.Wertz, R. A. (2021). Brand new: How visual context shapes initial response to logos and corporate visual identity systems. [Unpublished master’s thesis]. University of South Carolina. https://scholarcommons.sc.edu/etd/6296Wilkinson, A., & Balmer, J. M. T. (1996). Corporate and generic identities: lessons from the co-operative band. International Journal of Bank Marketing, 14(4), 22-35.Yi, Y. (1990). The effects of contextual priming in print advertisements. Journal of Consumer Research, 17, 215-222.Zaichkowsky, J. L. (2010). Strategies for distinctive brands. Journal of Brand Management, 17, 548-560.三、網路資料白詩瑜（2013）。Pinkoi創辦人顏君庭：網購「台設計」引爆文創力。天下雜誌。https://topic.cw.com.tw/2013_innovative/article12.aspx。搜尋日期：2022年5月14日。阿里足跡（2021）。淘寶LOGO 18年來首升級：更「開放」、更「連接」、更「有趣」。https://www.alibabanews.com/淘寶logo18年來首升級/。搜尋日期：2022年7月29日。高敬原（2019）。福斯、奧迪都把logo「壓扁了」，為什麼車廠紛紛換上新視覺設計？。數位時代。 https://www.bnext.com.tw/article/56043/volkswagen-unveils-new-logo。搜尋日期：2022年5月29日。蔡紀眉（2020）。設計電商拓新路！Pinkoi大開線下體驗課程，最受歡迎的是？。未來商務。https://fc.bnext.com.tw/articles/view/399。搜尋日期:：2022年7月13日。蕭達多（2021）。小米新Logo竟是無印良品總監設計的，他感嘆：面對業主的設計師「無辜中箭」。Newtalk新聞。https://newtalk.tw/news/view/2021-04-01/557697。搜尋日期:：2022年7月17日。Pinkoi（2019）。【幕後花絮】一窺 Pinkoi 品牌重塑企劃／新 Logo 的設計如何執行！［影片］。YouTube。https://www.youtube.com/watch?v=lYBX9WQDzLI。搜尋日期：2022年6月9日。Pinkoi（2021）。如何登上Pinkoi首頁秘技。Pinkoi設計誌。https://blog.pinkoi.com/tw/become-designer/1k554pd_/。搜尋日期：2022年7月13日。Pinkoi（2022）。Pinkoi首頁。https://www.pinkoi.com/。搜尋日期：2022年7月13日。Pinkoi（2022）。申請設計館方法。https://www.pinkoi.com/page/store-intro。搜尋日期：2022年7月13日。Pinkoi（2022）。商標及使用規範。https://cdn04.pinkoi.com/pinkoi.site/about/media_kit/20190718/Pinkoi_logo_guideline.zip。搜尋日期：2022年5月19日。Pinkoi（2022）。關於Pinkoi。https://www.pinkoi.com/about。搜尋日期：2022年5月14日。Amazon. (n.d.). Images and videos. Retrieved July 29, 2022, from https://press.aboutamazon.com/images-videosEllis, B. (2010). New Gap logo ignites firestorm. CNN Money. Retrieved June 18, 2022, from https://money.cnn.com/2010/10/08/news/companies/gap_logo/index.htmLogopedia. (n.d.). Burger King. Retrieved July 20, 2022, from https://logos.fandom.com/wiki/Burger_KingLogopedia. (n.d.). Volkswagen. Retrieved July 20, 2022, from https://logos.fandom.com/wiki/VolkswagenRogoza, R. (2022). Arrow or smile: What message is hidden in Amazon Logo? Logaster. Retrieved July 29, 2022, from https://www.logaster.com/blog/amazon-logo/Valinsky, J. (2021). Amazon quietly changed its app icon after some unfavorable comparisons. CNN. Retrieved July 29, 2022, from https://edition.cnn.com/2021/03/02/tech/amazon-app-logo-change/index.htmlVolkswagen. (2019). Volkswagen unveils new brand design and logo. Retrieved July 28, 2022, from https://www.volkswagen-newsroom.com/en/images/albums/volkswagen-unveils-new-brand-design-and-logo-2739Volkswagen. (2019). That`s what "New Volkswagen" is all about. Retrieved July 28, 2022, https://www.volkswagen-newsroom.com/en/stories/thats-what-new-volkswagen-is-all-about-5348 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363089資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363089 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.advisor Chang, Ai-Hwa en_US dc.contributor.author (作者) 羅育翎 zh_TW dc.contributor.author (作者) Lo, Yu-Ling en_US dc.creator (作者) 羅育翎 zh_TW dc.creator (作者) Lo, Yu-Ling en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-九月-2022 15:50:20 (UTC+8) - dc.date.available 2-九月-2022 15:50:20 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2022 15:50:20 (UTC+8) - dc.identifier (其他 識別碼) G0109363089 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141856 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 109363089 zh_TW dc.description.abstract (摘要) 近年許多品牌進行品牌重塑，以宣告其經營策略或是品牌精神的改變，而其中視覺上的改變，例如品牌標識的更新，最容易被大眾察覺，亦在新聞媒體及網路社群中引起大量討論。本研究選定於2019年改變品牌標識的台灣電商品牌Pinkoi作為研究目標，並以消費者的品牌熟悉度、對於品牌新標識的評價及態度、認知標識與品牌間的一致性為變數，來了解品牌的新標識是否會對消費者對於品牌的態度有所改變。 本研究以發放網路問卷進行調查，讓已知該品牌舊標識的消費者在問卷中接觸該品牌的新標識，針對新標識的設計元素、標識與品牌間的一致性、對於標識及品牌的態度、了解品牌改變標識的原因之程度進行填答，並讓消費者透過品牌影片了解改變標識的原因，總共收集276份有效樣本。 研究結果顯示，消費者對品牌的熟悉度並不會顯著影響其對於新標識的評價及新標識的態度，但對於認知新、舊標識與品牌間的一致性皆具有正向的影響，而標識的設計元素，如顏色、字型等皆會正向的影響消費者對於新標識的評價，進而影響到消費者對於新標識的態度，且新標識的評價及態度亦在設計元素對於品牌態度的影響中具有多重中介效果。本研究也發現消費者在觀看品牌重塑的影片之後，能夠提高其對於品牌的態度，因此，品牌在進行品牌標識的改變時，應思考如何向消費者溝通其改變標識的原因，同時也應注意新的標識是否與策略改變的方向一致，以降低消費者對於新標識的負面態度，進而對品牌態度造成負面影響。 zh_TW dc.description.abstract (摘要) In recent years, many brands declare the strategic change or brand renewal by rebranding. Since people find the changes on visual identity the most noticeable, it is usually a hot topic after an announcement of the new logo from a famous brand.This study chooses an e-commerce brand, Pinkoi, as the research object, to investigate the relationship between brand familiarity, logo evaluation, logo attitude, brand-logo congruency, and brand attitude. The study conducts an online survey to collect responses to questionnaire and 276 validated questionnaires are collected. Then the respondents will respond to their brand familiarity, logo evaluation, brand-logo congruency, attitudes toward the new logo, the degree of understanding the motivations of the rebranding and their attitudes toward the brand with the redesigned logo in sequence.The results show that, brand familiarity would not affect logo evaluation nor logo attitude; however, it would positively affect brand-logo congruency. The logo design elements such as color and typeface would positively affect logo evaluation and thus have an impact on brand attitude. The findings also show that after understanding the motivations of redesigning the logo, the respondents will show more positive attitude toward the brand. Therefore, it is recommended that brand communicate the reasons for changing the logo with their customers and ensure that the redesigned logo can be aligned with the strategic change to improve customer’s attitude toward the brand. en_US dc.description.tableofcontents 摘要 iAbstract ii目錄 iii表目錄 v圖目錄 viii第一章 緒論 1 第一節 研究動機 1 第二節 研究目的與問題 5 第三節 研究流程 6第二章 文獻探討 7 第一節 企業識別系統 7 第二節 品牌標識及標識設計元素 13 第三節 品牌標識與品牌的一致性 21 第四節 企業更改企業標識的相關研究 23第三章 研究方法 29 第一節 研究架構 29 第二節 研究假說 31 第三節 研究變數之定義與衡量 38 第四節 研究設計 44第四章 個案公司介紹 48 第一節 Pinkoi公司介紹 48 第二節 Pinkoi的品牌重塑 55第五章 研究分析與結果 58 第一節 整體樣本描述 58 第二節 信度分析 61 第三節 假說檢定 66第六章 結論與建議 89 第一節 研究結果 89 第二節 管理意涵 93 第三節 研究限制與未來研究建議 95參考文獻 97附錄一 研究問卷 109 zh_TW dc.format.extent 3990896 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363089 en_US dc.subject (關鍵詞) 品牌標識 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 品牌熟悉度 zh_TW dc.subject (關鍵詞) 標識設計元素 zh_TW dc.subject (關鍵詞) 標識態度 zh_TW dc.subject (關鍵詞) Logo en_US dc.subject (關鍵詞) Brand attitude en_US dc.subject (關鍵詞) Brand familiarity en_US dc.subject (關鍵詞) Logo design elements en_US dc.subject (關鍵詞) Logo attitude en_US dc.title (題名) 品牌改變標識對於消費者認知及品牌態度的影響—以Pinkoi為例 zh_TW dc.title (題名) The Effect of Brand Logo Changes on Consumer Perception and Brand Attitude – Taking Pinkoi As An Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻行政院文化建設委員會（2011）。2011台灣文化創意產業發展年報。臺北市：行政院文化建設委員會。吳統雄（1985）。態度與行為研究的信度與效度：理論、應用、反省。民意學術專刊夏季號，頁29-53。林磐聳（1985）。企業識別系統。臺北市：藝風堂出版社。洪惠瓊（2004），企業識別系統改變宣告對股價之影響，國立成功大學國際企業研究所未出版碩士論文。陳安妤（2015）。網路平台上設計商品之經營模式－以Pinkoi為例，國立清華大學科技管理所未出版碩士論文。二、英文文獻Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048-1063.Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37, 203-214.Alden, D. L., Mukherjee, A., & Hoyer, W. D. (2000). The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising, 29(2), 1-15.Aslam, M. M. (2006). Are you selling the right colour? A cross-cultural review of colour as a marketing cue. Journal of Marketing Communications, 12(1), 15-30.Baker, M. J., & Balmer, J. M. T. (1997). Visual identity: Trappings or substance? European Journal of Marketing, 31(5/6), 366-382.Balmer, J. M. T. (1995). Corporate identity: The power and the paradox, Design Management Journal, Winter, 39-44.Balmer, J. M. T., & Gray, E. R. (2000). Corporate identity and corporate communications: Creating a competitive advantage. Industrial and Commercial Training, 32(7), 256-261.Balmer, J. M. T. (2001). Corporate identity, corporate branding and corporate marketing: Seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.Balmer, J. M. T. (2008). Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image. European Journal of Marketing, 42(9/10), 879-906.Berry, N. C. (1988). Revitalizing brands. Journal of Consumer Marketing, 5(3), 15-20.Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer responses. Journal of Marketing, 59, 16-29.Bolhuis, W., De Jong, M. D. T., & Van den Bosch, A. L. M. (2018). Corporate rebranding: Effects of corporate visual identity changes on employees and consumers. Journal of Marketing Communications, 24(1), 3-16.Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.Bresciani, S., & Del Ponte, P. (2017). New brand logo design: Customer’s preference for brand name and icon. Journal of Brand Management, 24, 375-390.Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30, 292-304.Childers, T. L., & Jass, J. (2002). All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory. Journal of Consumer Psychology, 12(2), 93-106.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, D. (1991). Trademark strategy revisited. Journal of Marketing, 55, 46-59.Dichter, E. (1985). What’s in an image. The Journal of Consumer Marketing, 2(1), 75-81.Dowling, G. R. (1988). Measuring corporate images: A review of alternative approaches. Journal of Business Research, 17, 27-34.Doyle, J. R., & Bottomley, P. A. (2004). Font appropriateness and brand choice. Journal of Business Research, 57, 873-880.Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10, 45-61.Erjansola, A.-M., Lipponen, J., Vehkalahti, K., Aula, H.-M., & Pirttilä-Backman, A.-M. (2021). From the brand logo to brand associations and the corporate identity: Visual and identity-based logo associations in a university merger. Journal of Brand Management, 28, 241-253.Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32, 378-388.Felix, R., & Borges, A. (2014). Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension. Journal of Brand Management, 21(7/8), 579-593.Foroudi, P., Melewar, T.C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67, 2269-2281.Foroudi, P., Melewar, T.C., & Gupta, S. (2017). Corporate logo: History, definition, and components. International Studies of Management & Organization, 47, 176-196.Gray, E. R., & Smeltzer, L. R. (1987). Planning a face-lift: Implementing a corporate image program. The Journal of Business Strategy, 8(1), 4-10.Grimes, A., & Doole, I. (1998). Exploring the relationships between colour and international branding: A cross cultural comparison of the UK and Taiwan. Journal of Marketing Management, 14, 799-817.Grobert, J., Cuny, C., & Fornerino, M. (2016). Surprise! We changed the logo. Journal of Product & Brand Management, 25(3), 239-246.Grohmann, B., Giese, J. L., & Parkman, I. D. (2013). Using type font characteristics to communicate brand personality of new brands. Journal of Brand Management, 20, 389-403.Grossman, R. P., & Wisenblit, J. Z. (1999). What we know about consumers’ color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75, 86-93.Heath, R. P. (1997). The wonderful world of color. Marketing Tools, 4(9), 44-51.Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62, 14-30.Henderson, P. W., Cote, J. A., Leong, S. M., & Schmitt, B. (2003). Building strong brands in Asia: Selecting the visual components of image to maximize brand strength. International Journal of Research in Marketing, 20, 297-313.Henderson, P. W., Giese, J. L., & Cote, J. A. (2004). Impression management using typeface design. Journal of Marketing, 68, 60-72.Huang, G. (2016). Moderating role of brand familiarity in cross-media effects: An information processing perspective. Journal of Promotion Management, 22(5), 665-683.Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, 16(8), 545-555.Ind, N. (1990). The corporate image: Strategies for effective identity programmes. Kogan Page.Jacoby, L. L., & Dallas, M. (1981). On the relationship between autobiographical memory and perceptual learning. Journal of Experimental Psychology: General, 110(3), 306-340.Jamal, A., & Goode, M. (2001). Consumers’ product evaluation: A study of the primary evaluative criteria in the precious jewellery market in the UK. Journal of Consumer Behaviour, 1(2), 140-155.Jin, C. H., Yoon, M. S., & Lee, J. Y. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management, 28(1), 50-62.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.Kapferer, J.-N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. The Free Press.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.Keller, K. L. (2003). Strategic brand management: Building measuring, and managing brand equity. 2nd ed. Upper Saddle River, New Jersey: Prentice Hall.Kim, M. J., & Lim, J. H. (2019). A comprehensive review on logo literature: Research topics, findings, and future directions. Journal of Marketing Management, 35(13-14), 1291-1365.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, 711-727.Lewis, C., & Walker, P. (1989). Typographic influences on reading. The British Psychological Study, 80(2), 241-257.Machado, J. C., Vacas de Carvalho, L., Torres, A., & Costa, P. (2015). Brand logo design: Examining consumer response to naturalness. Journal of Product & Brand Management, 24(1), 78-87.Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of International Marketing, 8(4), 90-107.Mandel, N., & Johnson, E. J. (2002). When web pages influence choice: Effects of visual primes on experts and novices. Journal of Consumer Research, 29(2), 235-245.Markwick, N., & Fill, C. (1995). Towards a framework for managing corporate identity. European Journal of Marketing, 31(5/6), 396-409.Melewar, T. C., & Saunders, J. (2000). Global corporate visual identity systems: Using an extended marketing mix. European Journal of Marketing, 34(5/6), 538-550.Melewar, T. C. (2003). Determinants of the corporate identity construct: A review of the literature. Journal of Marketing Communications, 9(4), 195-220.Melewar, T. C., Hussey, G., & Srivoravilai N. (2005). Corporate visual identity: The re-branding of France Télécom. Journal of Brand Management, 12(5), 379-394.Merrilees, B., & Miller, D. (2008). Principles of corporate rebranding. European Journal of Marketing, 42(5/6), 537-552.Miceli, G. “N.”, Scopelliti, I., Raimondo, M. A., & Donato, C. (2014). Breaking through complexity: Visual and conceptual dimensions in logo evaluation across exposures. Psychology and Marketing, 31(10), 886-899.Miller, D., Merrilees, B., & Yakimova, R. (2014). Corporate rebranding: An integrative review of major enablers and barriers to the rebranding process. International Journal of Management Reviews, 16, 265-289.Morrow, D. J. (1992). An image makeover. International Business, 5(3), 66-68.Müller, B., Kocher, B., & Crettaz, A. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66, 82-88.Noble, C. H., & Kumar, M. (2010) Exploring the appeal of product design: A grounded, value-based model of key design elements and relationships. Journal of Product Innovation Management, 64, 640-657.Olins, W. (1990). Corporate identity: Making business strategy visible through design. Harvard Business School Press.Pan, Y., & Schmitt, B. (1996). Language and brand attitudes: Impact of script and sound matching in Chinese and English. Journal of Consumer Psychology, 5(3), 263-277.Park, C. W., Maclnnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74, 1-17.Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (AA) model of customer-brand relationship. Journal of Consumer Psychology, 23(2), 229-248.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, 180-187.Peterson, M., AlShebil, S., Bishop, M. (2015). Cognitive and emotional processing of brand logo changes. Journal of Product & Brand Management, 24(7), 745-757.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.Salgado-Montejo, A., Velasco, C., & Olier, J. S. (2014). Love for logos: Evaluating the congruency between brand symbols and typefaces and their relation to emotional words. Journal of Brand Management, 21(7/8), 635-649.Schau, H. J., Muñiz Jr., A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73, 30-51.Schmitt, B. H., & Pan, Y. (1994). Managing corporate and brand identities in the Asia-Pacific region. California Management Review, 36(4), 32-48.Sharma, N., & Varki, S. (2018). Active white space (AWS) in logo designs: Effects on logo evaluations and brand communication. Journal of Advertising, 47, 270-281.Simõe, C., Dibb, S., & Fisk, R. P. (2005). Managing corporate identity: An internal perspective. Journal of the Academy of Marketing Science, 33(2), 153-168.Stuart, H., & Muzellec, L. (2004). Corporate makeovers: Can a hyena be rebranded? Journal of Brand Management, 11(6), 472-482.Tantillo, J., Di Lorenzo-Aiss, J., & Mathisen, R. E. (1995). Quantifying perceived differences in type styles: An exploratory study. Psychology & Marketing, 12(5), 447-457.Tavassoli, N. T. (2001). Color memory and evaluations for alphabetic and logographic brand names. Journal of Experimental Psychology: Applied, 7(2), 104-111.Van Grinsven, B., & Das, E. (2014). Processing different degrees of logo change: When higher levels of brand consciousness decrease openness to substantial logo changes. European Journal of Marketing, 49(11/12), 1710-1727.Van Riel, C. B. M. (1995). Principles of Corporate Communication. Prentice-Hall, Hemel Hempstead, UK.Van Riel, C. B. M., & Balmer, J. M. T. (1997). Corporate identity: The concept, its measurement and management. European Journal of Marketing, 31(5/6), 340-355.Van Riel, C. B. M., & Van den Ban, A. (2001). The added value of corporate logos – An empirical study. European Journal of Marketing, 35(3/4), 428-440.Walsh, M. F., Winterich, K. P., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.Walsh, M. F., Winterich, K. P., & Mittal, V. (2011). How re-designing angular logos to be rounded shapes brand attitude: Consumer brand commitment and self-construal. Journal of Consumer Marketing, 28(6), 438-558.Walsh, M. F., Cui, A. P., & MacInnis, D. J. (2019). How to successfully introduce logo redesigns. Journal of Brand Management, 26, 365-375.Wertz, R. A. (2021). Brand new: How visual context shapes initial response to logos and corporate visual identity systems. [Unpublished master’s thesis]. University of South Carolina. https://scholarcommons.sc.edu/etd/6296Wilkinson, A., & Balmer, J. M. T. (1996). Corporate and generic identities: lessons from the co-operative band. International Journal of Bank Marketing, 14(4), 22-35.Yi, Y. (1990). The effects of contextual priming in print advertisements. Journal of Consumer Research, 17, 215-222.Zaichkowsky, J. L. (2010). Strategies for distinctive brands. Journal of Brand Management, 17, 548-560.三、網路資料白詩瑜（2013）。Pinkoi創辦人顏君庭：網購「台設計」引爆文創力。天下雜誌。https://topic.cw.com.tw/2013_innovative/article12.aspx。搜尋日期：2022年5月14日。阿里足跡（2021）。淘寶LOGO 18年來首升級：更「開放」、更「連接」、更「有趣」。https://www.alibabanews.com/淘寶logo18年來首升級/。搜尋日期：2022年7月29日。高敬原（2019）。福斯、奧迪都把logo「壓扁了」，為什麼車廠紛紛換上新視覺設計？。數位時代。 https://www.bnext.com.tw/article/56043/volkswagen-unveils-new-logo。搜尋日期：2022年5月29日。蔡紀眉（2020）。設計電商拓新路！Pinkoi大開線下體驗課程，最受歡迎的是？。未來商務。https://fc.bnext.com.tw/articles/view/399。搜尋日期:：2022年7月13日。蕭達多（2021）。小米新Logo竟是無印良品總監設計的，他感嘆：面對業主的設計師「無辜中箭」。Newtalk新聞。https://newtalk.tw/news/view/2021-04-01/557697。搜尋日期:：2022年7月17日。Pinkoi（2019）。【幕後花絮】一窺 Pinkoi 品牌重塑企劃／新 Logo 的設計如何執行！［影片］。YouTube。https://www.youtube.com/watch?v=lYBX9WQDzLI。搜尋日期：2022年6月9日。Pinkoi（2021）。如何登上Pinkoi首頁秘技。Pinkoi設計誌。https://blog.pinkoi.com/tw/become-designer/1k554pd_/。搜尋日期：2022年7月13日。Pinkoi（2022）。Pinkoi首頁。https://www.pinkoi.com/。搜尋日期：2022年7月13日。Pinkoi（2022）。申請設計館方法。https://www.pinkoi.com/page/store-intro。搜尋日期：2022年7月13日。Pinkoi（2022）。商標及使用規範。https://cdn04.pinkoi.com/pinkoi.site/about/media_kit/20190718/Pinkoi_logo_guideline.zip。搜尋日期：2022年5月19日。Pinkoi（2022）。關於Pinkoi。https://www.pinkoi.com/about。搜尋日期：2022年5月14日。Amazon. (n.d.). Images and videos. Retrieved July 29, 2022, from https://press.aboutamazon.com/images-videosEllis, B. (2010). New Gap logo ignites firestorm. CNN Money. Retrieved June 18, 2022, from https://money.cnn.com/2010/10/08/news/companies/gap_logo/index.htmLogopedia. (n.d.). Burger King. Retrieved July 20, 2022, from https://logos.fandom.com/wiki/Burger_KingLogopedia. (n.d.). Volkswagen. Retrieved July 20, 2022, from https://logos.fandom.com/wiki/VolkswagenRogoza, R. (2022). Arrow or smile: What message is hidden in Amazon Logo? Logaster. Retrieved July 29, 2022, from https://www.logaster.com/blog/amazon-logo/Valinsky, J. (2021). Amazon quietly changed its app icon after some unfavorable comparisons. CNN. Retrieved July 29, 2022, from https://edition.cnn.com/2021/03/02/tech/amazon-app-logo-change/index.htmlVolkswagen. (2019). Volkswagen unveils new brand design and logo. Retrieved July 28, 2022, from https://www.volkswagen-newsroom.com/en/images/albums/volkswagen-unveils-new-brand-design-and-logo-2739Volkswagen. (2019). That`s what "New Volkswagen" is all about. Retrieved July 28, 2022, https://www.volkswagen-newsroom.com/en/stories/thats-what-new-volkswagen-is-all-about-5348 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202201342 en_US
