品牌标识形状对品牌延伸评价的影响机制研究

The Effect of Brand Logo Shape on Extended Brand Evaluation

品牌标识代表着企业形象,并对企业品牌建设发展产生重要影响。文章基于品牌延伸情境考察品牌标识形状的作用。研究发现,品牌标语诉求会调节品牌标识形状对品牌延伸评价的影响。当品牌标识形状为圆滑型(vs.棱角型)时,温暖型(vs.能力型)品牌标语诉求下的品牌延伸评价较高。而且,知觉流畅性在品牌标语诉求和品牌标识形状二者对品牌延伸评价的影响中发挥中介作用。本研究的理论意义在于揭示品牌标识形状与品牌标语诉求二者之间的隐喻匹配关系;同时,应用流畅性理论阐述匹配效应的中介机制。研究结论从品牌标识形状、品牌标语诉求等方面为企业提供了品牌延伸的实践依据。

Brand logo represents the corporate image and has an important impact on the development of brand building.Based on brand extension context,this study discusses the role of brand logo shape.The study found that brand slogan appeal moderated the effect of brand slogan shape on brand extension evaluation.When brand logo shape was circular(vs.angular),the brand extension evaluation under'warmth'(vs.'competence')brand slogan appeal was relatively higher.Moreover,perceptual fluency mediated the impact of brand logo shape and brand slogan appeal on brand extension evaluation.The theoretical significance of this research lied in that it revealed the matching metaphorical connection between brand logo shape and brand slogan appeal,and illustrated the mediating mechanism behind this matching connection applying fluency theory.The conclusions provided important practical basis for corporate on brand extension,from the aspects of brand logo shape and brand slogan appealing.