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.

摘要 i
Abstract 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

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