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    题名: 標誌描述性之利弊探討
    Logo Descriptiveness: the Good and the Bad
    作者: 鄭鈺㼆
    Zheng, Yu-Ying
    贡献者: 陳建維
    Chen, Chien-Wei
    鄭鈺㼆
    Zheng, Yu-Ying
    关键词: 標誌描述性
    品牌概念
    產品類型
    品牌延伸
    品類適配度
    Category fit
    Logo descriptiveness
    Brand concept
    Product type
    Brand extension
    日期: 2023
    上传时间: 2023-09-01 15:20:41 (UTC+8)
    摘要: 本研究通過對文獻的回顧探討並建立實證，試圖分別探討標誌描述性所為消費者品牌評價和購買意願以及品牌延伸性和品牌延伸評價帶來的優勢及弊端。文中共設立了三個子研究：研究一通過問卷調查的方法，考察標誌描述性與消費者品牌評價及購買意願的相關性中品牌概念的調節效果；研究二通過實驗設計法，使用三方交互模型納入產品類型，探討其對品牌概念與標誌描述性的交互效果的調節作用；研究三使用實驗設計以分析標誌描述性對品牌延伸性及品牌延伸評價的影響，以及品類適配度在關係中的調節作用。根據本研究的研究結果，品牌概念調節標誌描述性對品牌評價和購買意願之間的正相關關係，功能性品牌若擁有高描述性的標誌，會更加促進消費者的正面反應。產品類型可以調節這種交互效果，當功利型產品與功能性品牌匹配起來時，這種正向影響被就會進一步加強，享樂型產品與符號性品牌的匹配則反之。此外，從品牌角度，標誌描述性會為品牌延伸性及品牌延伸評價帶來負面影響，而品類適配度的高低則會調節這種相關性。在關於標誌描述性的探討極為有限的當下，本研究在進一步豐富對標誌描述性與消費者反饋的關係的基礎上，開拓性地探討了標誌描述性對品牌延伸性及品牌延伸評價可能造成的負面影響，從不同面向不同角度充實了該領域的研究。
    Through a review of the literature and the establishment of empirical evidence, this research attempts to investigate the benefits and drawbacks of logo descriptiveness for consumers` brand evaluation and purchase intention, as well as brand extendibility and brand extension evaluations. Three sub-studies are developed: Study 1 examines the moderating effect of brand concept on the correlation between logo descriptiveness and consumer brand evaluation and purchase intention through a survey design; Study 2 incorporates product type into a three-way interaction model to investigate the moderating effect of the interaction between brand concept and logo descriptiveness through an experimental design; Study 3 uses experimental designs to analyze the effect of logo descriptiveness on brand extendibility and brand extension evaluations, as well as the moderating effect of category fit in the relationship.
    According to the research results, this research validates that brand concept moderates the positive correlation between logo descriptiveness and brand evaluation and purchase intentions, and that functional brands with highly descriptive logos are more likely to promote positive consumer responses. Product type moderates this interaction, with this positive effect being further enhanced when utilitarian products are matched with functional brands, and vice versa for hedonic products with symbolic brands.
    In addition, from a branding perspective, logo descriptiveness has a negative impact on brand extendibility and brand extension evaluation, while category fit moderates this correlation. Given the limited discussions on logo descriptiveness at present, this research not only further enriches the understanding of relationship between logo descriptiveness and consumer feedback, but also pioneeringly explores the potential negative impacts of logo descriptiveness on brand extendibility and brand extension evaluations, thus substantively enriching the research in this field from various angles and perspectives.
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