| 摘要: | 現今感官行銷成為行銷領域的新趨勢、台灣及世界諸國越發重視非傳統商標權利之保障的背景下，關於品牌標誌色彩等單一識別元素的議題也更具探討的意義。而商標的註冊及侵權行為之判定，係由商標是否具識別性、是否有致混淆誤認之虞而定。因此本篇論文欲以實驗一探討消費者對品牌標誌色彩的識別精準度及其對消費者之品牌熟悉度的影響。在了解消費者對品牌標誌色彩的識別能力後，以實驗二探討品牌標誌色彩等單一識別元素在受到模仿的情況下，對消費者的評價及購買意願的影響。
Nowadays, marketing has become a new trend in the field of marketing, also Taiwan and other countries in the world are paying more and more attention to the protection of non-traditional trademark rights, the issue of single identification elements such as brand logo color is also more meaningful to discuss. The registration of a trademark and the determination of infringement are determined by whether the trademark is identifiable and whether there is a risk of confusion and misidentification. Therefore, this paper intends to use experiment 1 to explore the recognition accuracy of consumers' brand logo color and its influence on consumers' brand familiarity. After understanding consumers' ability to recognize brand logo color, experiment 2 explores the influence of single identification elements such as brand logo color on consumers' evaluation and purchase intention under the condition of imitation. |
