品牌標誌更改對顧客情感及認同之影響

本研究以標誌相似性對於顧客的標誌情感反應及品牌認同為架構、產品類別為調節變數，探討品牌標誌改變對於品牌關係之影響。本研究採實驗方式進行，包含18組跨國品牌標誌，橫跨7大產品種類，共計139位受試者，皆為大學在校生。研究結果顯示，新舊標誌設計的相似性不一定會影響顧客對於標誌的情感反應，意即，改變幅度過大者不一定會造成顧客無法辨識、產生困擾，導致標誌的情感反應下降。此外，標誌情感反應確實會轉移到品牌，並正向影響品牌認同的建立。最後，再將產品類別放入調節變數後顯示，不同產品類別中標誌相似性具有不同效果：在功能性產品中，標誌相似性越高則顧客的標誌情感反應越負向，然而在享樂性產品中，標誌相似性越高，則顧客的情感反應會越正向。本研究結果除了補足標誌設計與品牌認同之研究缺口，也可給予公司決策者一個明確的標誌更改方向，幫助公司在以更改標誌設計作為活化品牌手段時，可提升顧客的標誌情感反應，進而強化品牌認同。

關鍵字

顧客與品牌認同；標誌；品牌活化；品牌識別

並列摘要

This research investigates brand relationship by exploring the effects of logo similarity on logo affect evaluation and brand identification, with product type as moderator. An experiment was conducted with 18 pairs of logo across 7 product types to examine hypotheses of this study. A total of 139 undergraduate students were recruited to participate the experiment. Results shows that logo similarity does not always affects the logo affect evaluation, namely, customers don’t always feel confused and bad when the degree of perceived similarity is low. Besides, consumers’ affection to the logo could transfer to the brand, leading to deeper identification with the brand. Finally, logo similarity has different impact on logo affect evaluation within two product types: the lower degree of logo similarity will make logo affect evaluation more positive in utilitarian product type, but more negative in hedonic product type. Results contribute to filling the gap of existing theory in logo design and brand identification, and bringing a clear direction to marketing manager, increasing the logo affect evaluation and brand identification when the firm revitalize the brand by changing the brand logo.

並列關鍵字

customer-brand identification ； logo ； brand identity ； brand revitalize

參考文獻

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品牌標誌更改對顧客情感及認同之影響

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