品牌标识研究综述及展望  

Brand Logo Research:A Literature Review and Prospects

作　　者：彭璐珞[1] 魏雨婷 朱国玮[1] Luluo Peng;Yuting Wei;Guowei Zhu(School of Business Administration,Hunan University,Changsha,China)

机构地区：[1]湖南大学工商管理学院

出　　处：《南大商学评论》2020年第2期115-139,共25页Nanjing Business Review

基　　金：教育部人文社会科学基金项目(17YJC610111);国家自然科学基金(71972067);国家自然科学基金项目(71871089);湖南省自然科学基金项目(2018JJ3038)。

摘　　要：品牌标识是品牌最重要的视觉表征,也是企业核心竞争力的来源之一。在消费者注意力日益稀缺的移动互联时代,品牌标识的重要性越发凸显。本文对品牌标识相关研究成果进行了系统回顾,从品牌标识的概念(定义、维度及分类)、品牌标识的营销效应、品牌标识效应的心理机制、品牌标识效应的影响因素、品牌标识更新及其影响五个方面梳理了现有文献。在此基础上,为未来研究方向提供了建议。Brand logo is the most important visual representation of the brand,and also a critical source of the core competitiveness of firm.In the age of mobile interconnection,in which consumer attention is becoming increasingly scarce,the importance of brand logo is becoming even more prominent.This paper provides a systematic review of the research related to brand logo from five aspects,including the concepts of brand logo(definition,dimension and classification),the marketing effect of brand logo,the psychological mechanism of brand logo effect,the influencing factors of brand logo effect,and brand logo change and its influence.Further,we suggest some directions for future research.

关 键 词：品牌标识 标识更新 具身认知 概念隐喻 联想理论 处理流畅性 

分 类 号：F273.2[经济管理—企业管理]