品牌标识是品牌最重要的象征符号,是品牌建设过程中关键的一环.以往研究发现,品牌标识的形状、完整性和动态性都会对消费者知觉和态度产生影响,但很少有研究考察文字品牌标识正斜的作用.本研究基于具身认知和结构隐喻理论,通过两个研究共六个实验考察文字品牌标识端正和倾斜对消费者知觉和态度的影响.研究结果表明,倾斜的文字标识会让消费者觉得该品牌速度更快、效率更高,也更具创新性,但端正的品牌标识会让消费者觉得该品牌更加稳定、可靠和安全.文字品牌标识正斜对于消费者态度的影响受到品牌类型的调节.对于现代品牌,消费者更加偏好倾斜的品牌标识;对于传统品牌,消费者则更加偏好端正的品牌标识.本文为品牌标识的设计提供了指导,同时也拓宽了具身认知和结构隐喻的应用范围.%Logo is a brand's most important symbol,which plays a critical role in creating brand equity and reinforcing brand perception.Previous researches indicate that consumer perception and attitude can be affected by a logo's shape,integrity and dynamics.Barely any studies have examined the functions of text brands' upright or tilted shape.Based upon embodied cognition and structural metaphor theory,this study explores the effects of upright and tilted text brands on consumer perception and attitude with two studies and six experiments.Results show that tilted text logos come across as fast,efficient and innovative compared to upright ones.But upright brand logos make consumers feel stable,reliable and safe.The effect of text brands' upright or tilted shape on consumers' attitude is moderated by brand type.For modern brands,consumers prefer tilted brand logos;while for traditional brands,consumers favor upright brand logos.This study provides guidance for brand logo design and expands the applicable range of embodied cognition and structural metaphor.
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