品牌标识背景空间大小对消费者知觉的影响研究  

Research on the Influence of Brand Logo Background Space on Consumer Perception

作　　者：毛磊[1] 魏华[2] 王玲玲[3] 周露 MAO Lei;WEI Hua;WANG Ling-ling;ZHOU Lu

机构地区：[1]中国建设银行博士后科研工作站,北京100032 [2]信阳师范学院教育科学学院,河南信阳464000 [3]湖北省社会科学院经济研究所,湖北武汉430077

出　　处：《生产力研究》2020年第6期5-9,I0002,共6页Productivity Research

基　　金：国家自然科学基金青年项目“叠音品牌名称对消费者知觉和态度的影响”(71702134)。

摘　　要：文章基于具身认知理论,通过3个实验考察品牌标识背景空间大小对消费者知觉的影响。研究结果表明,与小空间背景的品牌标识相比,大空间背景的品牌标识会导致消费者觉得该品牌更奢侈,权力知觉在两者之间起中介作用。文章为品牌标识的设计和呈现提供了指导,同时也拓宽了具身认知的应用范围。Based on the embodied cognitive theory, the article examines the influence of brand logo background space size on consumer perception through three experiments. The research results show that, compared with the brand logo of the small space background, the brand logo of the large space background will cause consumers to feel that the brand is more luxurious, and power perception plays an intermediary role between them. The article provides guidance for the design and presentation of the brand identity, and also broadens the scope of application of personal cognition.

关 键 词：品牌标识 空间大小 具身认知 权力 奢侈 

分 类 号：F713.56[经济管理—市场营销]