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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/126533

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/126533

Title:	The Effects of Logo Frame Design on Brand Extensions
Authors:	別蓮蒂 Bei, Lien-Ti Chen, Yu-Shan Athena*
Contributors:	企管系
Keywords:	Brand image;Bnd extension;Rulatory focus;Logo design;Logo frame P
Date:	2019-07
Issue Date:	2019-10-03 13:54:58 (UTC+8)
Abstract:	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.
Relation:	Journal of Product & Brand Management,
Data Type:	article
DOI 連結:	https://doi.org/10.1108/JPBM-12-2017-1698
DOI:	10.1108/JPBM-12-2017-1698
Appears in Collections:	[企業管理學系] 期刊論文

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