讓你記住我！探討品牌標誌對稱性對品牌記憶之影響

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题名:	讓你記住我！探討品牌標誌對稱性對品牌記憶之影響 Make You Remember Me! The Influence of Brand Logo Symmetry on Brand Memory
作者:	簡伊君
贡献者:	行銷碩士學位學程碩士班
关键词:	品牌標誌品牌標誌設計對稱性流暢性視覺感知流暢性品牌記憶 brand logo brand logo design symmetry fluency visual perceptual fluency brand memory
日期:	2021
上传时间:	2023-02-15 14:56:29 (UTC+8)
摘要:	當同質性產品愈多、市場競爭愈加白熱化的情況下，企業如何讓消費者在眾多品牌標誌中獲得品牌記憶，以建立超越對手的第一步優勢至關重要。本研究透過流暢性、訊息處理過程等觀點來推論消費者對於對稱品標的記憶會優於不對稱品標，以及本研究所定義之三種對稱品標間被消費者記憶的程度是有所差異的。本研究執行實驗設計操弄虛擬品牌的對稱與否以及對稱的類型，結果顯示，整體而言受試者在對稱品標的品牌記憶上並沒有顯著優於不對稱品標；在三種對稱品標間的比較，鏡像對稱的記憶能力比平移對稱佳，鏡像對稱與旋轉對稱不具顯著差異，平移對稱與旋轉對稱亦不具顯著差異。本實驗結果可為品牌管理者及品牌標誌視覺設計師等提供實務管理意義。 With the increasing number of homogeneous products and more intense market competition, it is essential that companies make customers recognize and remember their brand logo, among many others, to establish the first advantage over competitors. This study uses the perspectives of fluency and information processing to infer that consumers remember symmetrical brand logos better than asymmetrical brand logos. Moreover, the three symmetrical brand logos defined in this study differ in the degree to which they are remembered. This study conducts an experimental design to manipulate the (a)symmetry of fictitious brands and the type of symmetry. The data reveals that the participants were not significantly better at remembering symmetrical brand logos than asymmetrical brand logos. After comparing the three symmetrical brand logos, the memory effect of mirror symmetry is better than translation symmetry. Furthermore, there is no significant difference between memory of mirror symmetry and rotational symmetry or between memory of translation symmetry and rotational symmetry. The data provides practical management significance for brand managers and visual brand logo designers.
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