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    题名: 用 Logo 展現創新：品牌名稱大小寫字母的使用對消費者認知品牌創新程度的影響
    The Effect of the Uppercase and Lowercase in Brand Names on Perceived Brand Innovation
    作者: 杜佳耘
    Tu, Chia-Yun
    贡献者: 林穎青
    杜佳耘
    Tu, Chia-Yun
    关键词: 大小寫字母
    處理流暢性理論
    品牌創新
    產品評價
    發音難易度
    品牌名稱設計
    Uppercase and Lowercase letters
    Processing fluency theory
    Brand innovation
    Product evaluation
    Pronunciation
    Brand name design
    日期: 2023
    上传时间: 2023-08-02 14:10:39 (UTC+8)
    摘要: 在現今激烈的市場中，各品牌時常使用大小寫英文字母為其品牌名稱取名，並用於各種產業。在寫作習慣上人們使用大寫字母拼寫標題和強調某事，小寫字母較頻繁使用在內文。此外，正字法指出專有名稱的第一個字母默認字首大寫，因此消費者普遍會認為字首大寫和全大寫的寫法才是較正規、熟悉的用法。本研究以兩個實驗欲驗證，相較於大寫字母，使用小寫字母的品牌名稱會產生較高的品牌創新感知和產品評價，其處理不流暢性為此效果之中介，且發音難易程度、產業別為干擾因子。
    實驗一結果證實，相較於大寫，以小寫字母呈現的品牌名其品牌創新感知與產品 評價較高。發音難易程度於品牌創新的影響尚雖無顯著的調節效果，但在產品評價上卻產生了顯著調節效果，於發音容易的狀況下，品牌顯示為小寫和品牌顯示為大寫無顯著差異，然而在發音困難的狀況下，當品牌顯示為小寫時，產品評價顯著高於品牌 顯示為大寫。產業別在品牌創新與產品評價皆無發現顯著調節效果。實驗二結果再次證實了相較於大寫，消費者會對小寫呈現之品牌名產生的品牌創新感知與產品評價較高，同時，處理不流暢性為其中介因子。本研究於理論上具體探討品牌名稱設計的處理流暢性會使消費者對品牌創新和產品評價產生什麼效果，且實務上提供了品牌名稱設計相關的建議，並可為企業品牌定位策略提供參考。
    In today`s competitive market, brands often use uppercase and lowercase letters to name their brands, which are used across various industries. In writing, people use capital letters for titles and to emphasize certain things, while lowercase letters are more frequently used in the body of the text. Furthermore, orthography dictates that the first letter of a proper noun is capitalized by default. As a result, consumers generally consider the use of initial capitalization and all capital letters as more formal and familiar. This study conducted two experiments to verify that brand names written in lowercase letters generate higher perceptions of brand innovation and product evaluation compared to uppercase letters. Processing fluency serves as the mediator for this effect, while the ease of pronunciation and industry type act as moderating factors. The results of Experiment 1 confirmed that brand names presented in lowercase letters were associated with higher perceptions of brand innovation and product evaluation compared to uppercase letters. Although the ease of pronunciation did not have a significant moderating effect on brand innovation, it did show a significant moderating effect on product evaluation. When the pronunciation was easy, there was no significant difference between brand names displayed in lowercase and uppercase letters. However, when the pronunciation was difficult, product evaluation was significantly higher for brand names displayed in lowercase letters compared to uppercase letters. However, no significant moderating effects were found for industry type on brand innovation and product evaluation. The results of Experiment 2 further confirmed that consumers perceive brand names presented in lowercase letters as more innovative and evaluate them more favorably compared to uppercase letters, with processing fluency serving as a mediating factor. This research contributes theoretically by investigating the role of processing fluency in brand names and provides practical recommendations for brand name design, serving as a reference for corporate brand positioning strategies.
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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    110464049
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