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    题名: The Effects of Logo Frame Design on Brand Extensions
    作者: 別蓮蒂
    Bei, Lien-Ti
    Chen, Yu-Shan Athena*
    贡献者: 企管系
    关键词: Brand image;Bnd extension;Rulatory focus;Logo design;Logo frame P
    日期: 2019-07
    上传时间: 2019-10-03 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,
    数据类型: article
    DOI 連結: https://doi.org/10.1108/JPBM-12-2017-1698
    DOI: 10.1108/JPBM-12-2017-1698
    显示于类别:[企業管理學系] 期刊論文

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