- 學位論文
品牌經驗之於商標擺放位置對於消費者偏好的影響
How does brand experience affect on consumers’ consumption preference in logo display?
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摘要
在我們的日常生活中，各種品牌的商標隨處可見。過去的研究發現，將商標置於產品的上方，是企業常用於增加顧客對品牌的辨識度的手法。本篇研究為時尚產業的行銷者，在擺放其品牌商標的議題中，提供一個新穎的觀點，以行銷的角度出發，而非取決於設計師個人的美感，以期更深入的瞭解消費者如何回應不同品牌商標之擺放位置，如何影響其購買意願。此外，各個品牌擁有在市場中不同品牌地位（高／低），如何透過擺放其商標的位置以獲得最大利益也是本文的研究重點，除此之外，本篇將品牌經驗列為調節變數，探討其調節效果。 同時本研究透過三個實驗，使用橫斷面的研究設計，以問卷的形式詢問消費者的偏好，在實驗一及二，本研究進行兩次的前測，包括：品牌力量、品牌商標熟悉度、品牌喜好度，而實驗三增加品牌經驗。為了使實驗更加符合現實的情境，受測者將被告知實驗產品都是公司即將發售的新產品，請受測者評估。實驗以迴歸作為分析的方法。 研究結果指出，當強勢品牌的商標放於商品顯眼處，與辨識品牌相關的元素（包含品牌名稱、商標、代表性圖示）越小，顧客對其有較高的偏好，然而，對於弱勢品牌，顧客則偏好將商標置於較不顯眼處，但商標要讓他人能一眼辨認出為該品牌的商品。此外，訊息處理流暢度對於偏好的移轉，會因位置與品牌力量間的相關性而不同。品牌經驗是與品牌有關的任何刺激，為品牌設計與認同的一部分，有鑑於以上的發現，本篇研究結果指出，行銷者可以策略性的應用其在市場中的地位，透過建立較高的品牌經驗，影響顧客對於商標擺放的知覺程度，以增加其購買意願。
並列摘要
It is a common practice placing a company logo high on its product to increase visibility to consumers. This article offers critical insights for fashion marketers in terms of how brand logos can be displayed. Instead of depending on fashion designers’ aesthetic decisions, this study intends to contribute to, from a marketer’s perspective, better understanding of how consumers respond to different brand logo positions. This research demonstrates that brands with a higher / lower standing in the market may benefit from placing their logo in places with high / low visibility. This study also examines the effect of brand experience as a moderator. Across three studies, we used cross-sectional design and questionnaires. In study 1 and 2, we conducted a series of pretests to operationalize brand power / brand logo familiarity / brand liking. In study 3, brand experience is included. In an effort to establish the basic phenomenon in a real-world setting, participants were told to evaluate the new products design. The sample comprised 160 / 253 / 174 MBA students individually with working experience for more than five years and have purchased fashion products previously. This study used regressions for analysis. Findings indicate that consumers prefer powerful brands more when the brand logo is discreet and placed with high visibility, whereas they prefer less powerful brands more when the brand logo is prominent and placed with low visibility. Furthermore, the mechanism for this shift in preference is a fluency effect descended from consumers intuitively linking the concept of power with accessibility. Besides, brand experience is evoked by brand-related stimuli that are part of a brand’s design and identity. Given these finding, the results demonstrate how marketers can strategically leverage their market standing through build up strong brand experience would affect consumer’s perception of logo display.
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