品牌标识的边界对消费者品牌创新性评价的影响——基于具身认知和空间隐喻视角的研究

PDF(1462 KB)

中央财经大学学报 ›› 2021, Vol. 0 ›› Issue (5) : 109-117.

工商管理

品牌标识的边界对消费者品牌创新性评价的影响——基于具身认知和空间隐喻视角的研究

王毅, 刘钾

作者信息 +

The Impact of Brand Logo Boundary on Consumer's Innovation Evaluation: From the Perspective of Embodied Cognition and Spatial Metaphor

WANG Yi, LIU Jia

Author information +

文章历史 +

摘要

品牌标识的边界是品牌设计中的重要元素,企业通过对品牌标识中边界的调整向目标顾客传递品牌信息。已有研究表明品牌标识的多种设计元素(如文字、颜色、图形等)对消费者的品牌评价产生重要影响,但是关于品牌标识的边界对消费者品牌创新性评价的影响机制,仍缺乏实证研究。笔者基于具身认知和空间隐喻的视角,构建了品牌标识边界、消费者感知开放性对消费者品牌评价影响过程的理论框架,并通过一系列心理学实验,深入探讨了品牌标识中有无边界对消费者品牌创新评价的影响机制。研究结果表明,品牌标识中有无边界对消费者品牌创新性评价产生显著影响,其中消费者的感知开放性起到中介作用;进一步的研究还发现,消费者的调节聚焦导向在此过程中起到显著的调节作用。本文基于具身认知和空间隐喻视角展开品牌标识边界影响消费者品牌创新性评价的研究,是对品牌设计学术领域一种有益的拓展性探索,研究结论丰富了消费者品牌评价理论,为企业品牌标识的设计实践提供理论支持和管理启示。

Abstract

The boundary of brand logo is an important element in brand design,enterprises transmit brand information to target customers by adjusting the boundary of the brand logo.Existing studies have shown that various design elements of brand logos(such as typeface,color,graphic,etc.) have important impact on consumers' brand evaluation,but there are still lack of empirical evidences about the influence mechanism of brand logo boundary on evaluation of brand innovation.Based on the perspective of embodied cognition and spatial metaphor,this paper constructed a theoretical framework for the influence of brand logo boundary and consumer perceived openness on consumers' brand evaluation.With a series of psychological experiments,this paper explored the mechanism of the impact of brand logo boundary on consumer's innovation evaluation to brands.Results showed that(with vs.without) boundary of brand logo have a significant impact on consumers' innovation evaluation to brands and consumers' perceived openness plays a mediating role in this process.Further research also found that the consumer's regulatory focus orientation has significant moderating effect on this mechanism.The conclusions not only enrich the study on brand logo design and brand evaluation,but also provide theoretical support for brand logo management strategies.

导出引用

王毅, 刘钾. 品牌标识的边界对消费者品牌创新性评价的影响——基于具身认知和空间隐喻视角的研究[J]. 中央财经大学学报, 2021, 0(5): 109-117

WANG Yi, LIU Jia. The Impact of Brand Logo Boundary on Consumer's Innovation Evaluation: From the Perspective of Embodied Cognition and Spatial Metaphor[J]. Journal of Central University of Finance & Economics, 2021, 0(5): 109-117

中图分类号： F272

参考文献

[1] Henderson P W,Cote J A.Guidelines for Selecting or Modifying Logos[J].Journal of Marketing,1998,62(2):14-30.
[2] Wang L,Wang S,Keller L R.Thinking Styles Affect Reactions to Brand Crisis Apologies[J].European Journal of Marketing,2016,50(7/8):1263-1289.
[3] Henderson P W,Cote J A,Leong S M,et al.Building Strong Brands in Asia:Selecting the Visual Components of Image to Maximize Brand Strength[J].International Journal of Research in Marketing,2003,20(4):297-313.
[4] Henderson P W,Giese J L,Cote J A.Impression Management Using Typeface Design[J].Journal of Marketing,2004,68(4):60-72.
[5] Lindstrom M.Brand Sense:Sensory Secrets Behind the Stuff We Buy[J].Free Press,2010.
[6] Hagtvedt H.The impact of Incomplete Typeface Logos on Perceptions of the Firm[J].Journal of Marketing,2011,75(4):86-93.
[7] Cian L,Krishna A,Elder R S.This Logo Moves Me:Dynamic Imagery from Static Images[J].Journal of Marketing Research,2014,51(2):184-197.
[8] Cutright K M.The Beautyof Boundaries:When and Why We Seek Structure in Consumption[J].Journal of Consumer Research,2012,38(5):775-790.
[9] Landau M J,Kay A C,Whitson J A.Compensatory Control and the Appeal of A Structured World[J].Psychological Bulletin,2015,141(3):694-722.
[10] 童璐琼.权力状态对消费者边界偏好的影响[J].心理学报,2015(11):1371-1378.
[11] Fauconnier G,Turner M.The Way We Think:Conceptual Blending and the Mind's Hidden Complexities[M].Basic Books,2008.
[12] 曹菲,王霞.敬畏情绪对消费者有边界品牌标识偏好的影响[J].消费经济,2018(4):66-73.
[13] 景奉杰,石华瑀,牛亚茹.品牌标识边界对消费者品牌态度的影响机制探究[J].经济与管理评论,2019:45-56.
[14] Aziz-Zadeh L,Damasio A.Embodied Semantics for Actions:Findings from Functional Brain Imaging[J].Journal of Physiology-Paris,2008,102(1/3):35-39.
[15] Fisher S.Development and Structure of the Body Image[J].European Neurological Review,1986,14(1):18-21.
[16] Barrett H C,Kurzban R.Modularity in Cognition:Framing the Debate[J].Psychological Review,2006,113(3):628-47.
[17] Cwerner S B,Metcalfe A.Storage and Clutter:Discourses and Practices of Order in the Domestic World[J].Journal of Design History,2003.
[18] Ger G,Yenicioglu B.Clean and Dirty:Playing with Boundaries of Consumer's Safe Havens[J].Advances in Consumer Research,2004,31(1):462-467.
[19] Ghose B S,Balachander Sanjoy.Reciprocal Spillover Effects:A Strategic Benefit of Brand Extensions[J].Journal of Marketing,2003,67(1):4-13.
[20] Hagtvedt H,Patrick V M.Art Infusion:The Influence of Visual Art on the Perception and Evaluation of Consumer Products[J].Journal of Marketing Research,2008,45(3):379-389.
[21] Higgins ET.Beyond Pleasure and Pain[M].American Psychologist,1997.
[22] Zhou Rongrong,Pham Tuan M.Promotion and Prevention across Mental Accounts:When Financial Products Dictate Consumers' Investment Goals[J].Journal of Consumer Research,2004(1):125-135.
[23] Pham M T,Chang H H.Regulatory Focus,Regulatory Fit,and the Search and Consideration of Choice Alternatives[J].Journal of Consumer Research,2010,37(4):626-640.
[24] Rogers E M.Diffusion of Innovation[M].5th ed.New York:The Free Press.2003.
[25] Stock R M,Zacharias N A.Two Sides of the Same Coin:How Do Different Dimensions of Product Program Innovativeness Affect Customer Loyalty?[J].Journal of Product Innovation Management,2013,30(3):516-532.
[26] Goldberg L R.The Development of Markers for the Big-five Factor Structure[J].Psychological Assessment,1992,4(1):26-42.
[27] Lockwood P,Jordan C H,Kunda Z.Motivation by Positive or Negative Role Models:Regulatory Focus Determines Who Will Best Inspire Us.[J].Journal of Personality & Social Psychology,2002,83(4):854-864.
[28] Pham M T,Higgins E T.Promotion and Prevention in Consumer Decision-making[M]//Ratneshwar S,Mick D G.Inside Consumption:Consumer Motives,Goals,and Desires.NY:Routledge,2005:8-43.
[29] 温忠麟,刘红云,侯杰泰.调节效应和中介效应分析[M].北京:教育科学出版社,2006.
[30] Drucker P F.The Essential Drucker:The Best of Sixty Years of Peter Drucker's Essential Writings on Management[M].HarperCollins,2003.
[31] 周小曼,叶生洪,厉佳,黄赞.斜不胜正？品牌标识形状对消费者产品评价的影响研究[J].外国经济与管理,2019(2):84-98.
[32] Szegedy C,Liu W,Jia Y,et al.Going Deeper with Convolutions[C].IEEE Conference on Computer Vision and Pattern Recognition,2015:1-9.
[33] Krizhevsky A,Sutskever I,Hinton G E.Image Net Classification with Deep Convolutional Neural Networks[C].Advances in Neural Information Processing System,2012:1097-1105.