摘要
基于具身认知理论和概念隐喻理论,探讨品牌标识边框有无对消费者品牌态度的影响及其中间机制。实证研究结果表明,有边框的品牌标识,相比于无边框的品牌标识,更能增进消费者的安全感知;对于安全属性更为重要的产品来说,消费者对有边框的品牌标识比对无边框的品牌标识评价更高,消费者安全感知起到中介作用;而对于安全属性不太重要的产品,有无边框对消费者品牌态度影响不显著。
Based on embodied cognition theory and conceptual metaphor theory,this paper explores the influence of brand logo frame on consumers'brand attitude and its intermediate mechanism.The results of empirical research show that the brand logo with frame,compared with that without frame,can enhance consumers'perception of product safety.For products with great importance of safety attributes,consumers have higher evaluation on the brand logo with frame than that without frame,and consumers'perception of product safety plays an intermediary role.For products with less importance of safety attributes,the presence or absence of brand logo frame has no significant impact on consumer brand attitudes.
作者
景奉杰
石华瑀
牛亚茹
JING Fengjie;SHI Huayu;NIU Yaru(School of Business,East China University of Science and Technology,Shanghai 200237,China)
出处
《经济与管理评论》
CSSCI
北大核心
2019年第1期45-56,共12页
Review of Economy and Management
基金
国家自然科学基金项目"产品属性和消费行为变动性对顾客动态满意的影响机制研究--享乐适应的视角"(71272124)
国家自然科学基金项目"消费者非理性决策行为研究--基于消费者脆弱性与公共政策的整合视角"(71572056)
关键词
品牌标识
边框
安全感知
品牌态度
Brand logo
Frame
Perception of product safety
Brand attitude
