品牌與對稱美學的相遇:以獨特性需求與產品屬性為干擾變數

When Brands Dance with Symmetrical Aesthetics:Consumers’ Need for Uniqueness and Product Attributes as Moderators

廖唯雅(Wei-Ya. Liao)

指導教授 ： 高登第

國立清華大學/竹師教育學院/教育心理與諮商碩士在職專班/碩士(2019年)

摘要

研究嘗試探討不同獨特性需求程度的消費者在接收商業訊息的時候，對於企業商標有無使用「對稱性」這個元素，是否會因為不同的產品屬性而對於消費者的品牌態度產生影響。具體來說，本研究企圖探討「商標對稱性」對於品牌態度的影響是否會受到不同獨特性需求以及不同產品屬性的影響。本研究結果顯示：（1）在產品屬性為享樂性的情況下，不對稱性商標的品牌會比對稱性商標的品牌帶來較佳之品牌態度，但對產品屬性為實用性的情況下，對稱性商標的品牌與不對稱性商標的品牌之品牌態度無顯著差異（邊際顯著）；（2）對高獨特性需求的消費者而言，使用不對稱性商標的品牌會比使用對稱性商標的品牌帶來較佳的品牌態度，但是對低獨特性需求的消費者而言，使用對稱性商標的品牌會比不對稱性商標的品牌帶來較佳之品牌態度；（3）在產品屬性為享樂性的情況下，高獨特性需求的消費者與低獨特性需求的消費者之品牌態度無顯著差異，但在產品屬性為實用性的情況下，低獨特性需求的消費者會比高獨特性需求的消費者產生較佳的品牌態度；（4）在產品屬性為享樂性產品的情況之下，對於高獨特性需求的消費者而言，不對稱性商標的品牌會比對稱性商標的品牌引起較佳的品牌態度；但對於低獨特性需求的消費者而言，使用對稱性商標的品牌會比不對稱性商標的品牌帶來較佳之品牌態度；相對地，當產品屬性為實用性產品的情況下，使用對稱性商標的品牌會比使用不對稱性商標的品牌帶來較佳之品牌態度，無論消費者獨特性需求的高低。

關鍵字

商標對稱性 ； 獨特性需求 ； 產品屬性 ； 品牌態度

並列摘要

The research attempts to explore the moderating roles of consumer’s need for uniqueness (NFU) and product attributes in the impact of “logo symmetry” on consumers’ brand attitudes. Specifically, the purpose of this research is to explore whether the symmetry or asymmetry in logo designs in advertisements has a significant impact on consumers' brand attitudes. Research findings demonstrate that (1) for hedonic products, consumers engenders more positive brand attitudes toward the logos presented as asymmetric than those presented as symmetric; on the contrary, for utilitarian products, consumers engender no differential brand attitudes toward the logos presented as symmetric over those presented as asymmetric (marginally significant);(2) As compared with low NFU consumers , high NFU consumers have more positive brand attitudes toward the logos presented as asymmetric than those presented as symmetric. On the contrary, low NFU consumers engender more positive brand attitudes toward the logos presented as symmetric than those presented as asymmetric; (3) For hedonic products, high NFU consumers appear to have no differential brand attitudes than low NFU consumers ; on the contrary, for utilitarian products, low NFU consumers tend to engender more positive brand attitudes than high NFU consumers ; (4) In addition, for hedonic products, high NFU consumers are likely to have more positive brand attitudes toward the logos presented as asymmetric than those presented as symmetric; however, low NFU consumers tend to engender more positive brand attitudes toward the logo presented as symmetric than those presented as asymmetric. In contrast, for utilitarian products, the logo presented as symmetric elicits more positive brand attitudes than those presented as asymmetric, regardless of consumers’ NFU.

並列關鍵字

Logo Symmetry ； Need for Uniqueness ； Product Attribute ； Brand Attitudes

參考文獻

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Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? how and why circular- and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726. doi:10.1093/jcr/ucv049

Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2018). The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity. Journal of Marketing Research, 56(1), 89-103. doi:10.1177/0022243718820548

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