文化大學機構典藏 CCUR:Item 987654321/51784
English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 46867/50733 (92%)
造訪人次 : 11891076      線上人數 : 722
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    主頁登入上傳說明關於CCUR管理 到手機版


    請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/51784


    題名: 簡單讓你變年輕!以描述性觀點探討標誌設計與品牌年輕化之關係
    Easy Ways to Look Younger! The Relationship between Logo Design and Brand Rejuvenation from the Perspective of Logo Descriptiveness
    作者: 林珈年
    貢獻者: 行銷碩士學位學程碩士班
    關鍵詞: 標誌設計
    標誌重新設計
    標誌描述性
    標誌簡單化
    品牌年輕化
    logo design
    logo redesign
    logo descriptiveness
    logo simplification
    brand rejuvenation
    日期: 2022
    上傳時間: 2023-03-22 15:29:14 (UTC+8)
    摘要: 儘管標誌在市場行銷領域中具有重要意義,但研究品牌標誌的重新設計如何影響消費者對品牌的感知之研究非常有限。所以,本文的目的是填補行銷研究中,關於標誌的重新設計對消費者感知影響之缺口。本研究旨在瞭解品牌標誌簡單化的具體屬性與品牌形象之間的關係;與以往的研究相比之下,探索一個強而有力的視覺設計元素,即描述性,與品牌年齡形象之關係。本研究透過問卷調查進行量化分析,研究結果顯示,標誌描述性不僅與品牌年齡形象密切相關,而且正向影響品牌年齡形象。此外,研究結果有助於增加對標誌重新設計的關注,同時拓展目前對品牌形象溝通的認識。因此,行銷人員和視覺設計師應該將標誌描述性視為一個有用的工具,可以成功地影響消費者對品牌年齡的感知。

    Despite the significant importance of logos in the field of marketing, there has been very limited research which has examined how brand logo redesign affects the consumer perceptions toward brands. Thus, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo redesign on consumer perceptions. This study aims to understand the specific attributes of a brand logo simplification of the relationship between brand image. In contrast to prior study, this research explores connections between a potent element of visual design, namely descriptiveness, and brand age image. This study conducted quantitative analysis through questionnaire survey. The results reveal that logo descriptiveness not only is closely related to brand age image but also have a positive impact on brand age image. Additionally, the findings contribute to growing interest in logo redesign and branding, while extending current understanding regarding the communication of brand image. Therefore, marketers and visual designers should consider logo descriptiveness as a useful tool that can be successfully influence consumers’ perceived brand age.
    顯示於類別:[行銷碩士學位學程] 博碩士論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML150檢視/開啟


    在CCUR中所有的資料項目都受到原著作權保護.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋