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论文编号：	15325
作者编号：	2120233689
上传时间：	2025/6/5 15:40:43
中文题目：	品牌标识自然生命属性对消费者 品牌跨界延伸态度的影响研究
英文题目：	Study on the Influence of Natural Life Attribute of Brand Logo on Consumers'''' Attitude of Brand Extension Across Borders
指导老师：	杜建刚
中文关键字：	品牌标识；自然生命属性；感知活力；感知自然联系性；品牌跨界延伸态度
英文关键字：	Brand logo;The natural life attribute of logo; Perceived vitality; Connectedness to nature; Brand cross-border extension attitude
中文摘要：	品牌标识能够为品牌提供关键的视觉表征、建立消费者品牌忠诚，因此在品牌延伸策略中发挥重要作用。随着企业业务范围不断扩大，凭借品牌远距离延伸实施跨界业务突围成为品牌进行创新发展的重要手段，而标识的设计成为了企业维护消费者品牌忠诚、传递品牌延伸信号的有力推手。回顾已有研究，品牌标识的多种设计元素（如形状、字体、颜色等）均会对消费者感知产生影响，进而影响品牌态度。融入动植物等生命属性特征的标识普遍存在，却少有学者研究动植物等自然生命属性是否对消费者的品牌跨界延伸态度产生影响。 本研究基于隐喻理论和具身认知理论，以品牌标识自然生命属性（有vs.无）为自变量，首先研究了其对消费者品牌跨界延伸态度之间的直接效应，其次验证了标识感知活力在上述关系的中介效应，进而探索了个体感知自然联系性的调节效应。本研究共设计了四组实验与一组二手数据实证分析，通过预实验为正式实验设计合适的母品牌、品牌标识及不同延伸距离的产品；实验一验证了标识自然生命属性能够影响消费者对品牌跨界延伸的态度，即有生命（vs.无生命）属性的标识使消费者有更积极的品牌跨界延伸态度；实验二验证了感知活力的中介作用，即有生命（vs.无生命）属性类型的品牌标识会使消费者有更高的感知活力，并正向影响品牌跨界延伸态度；实验三通过操纵中介，并使用不同生命属性的标识，再次验证感知活力的中介作用；实验四验证了感知自然联系性的调节作用，即当消费者感知自然联系性高时，其对有自然生命属性的标识感知活力会更高，进而导致品牌跨界延伸态度更积极；当感知自然联系性低时，上述影响会减弱；实验五通过对2024年《财富》世界500强等真实品牌的二手数据进行编码分析，再次验证了主效应，扩展了研究结论的外部效度。 本文的结论验证了标识自然生命属性的感知活力对消费者品牌跨界延伸态度的影响，拓展了品牌标识、品牌延伸，特别是品牌跨界延伸领域的相关学术探讨。同时，针对采用品牌延伸策略的企业，在品牌标识设计方面给出了具有实践价值的参考与建议，助力企业优化品牌标识设计，提升品牌延伸效果。
英文摘要：	Brand logo can provide a key visual representation for a brand and build consumer brand loyalty, so it plays an important role in brand extension strategies. With the continuous expansion of enterprise business scope, the implementation of cross-border business breakthrough through brand long-distance extension has become an important means for brand innovation and development, and the design of brand logo has become a powerful force for enterprises to maintain consumer brand loyalty and transmit brand extension signals. A review of existing research shows that various design elements of brand logo (such as shape, font, color, borderless, etc.) have an impact on consumer perception, which in turn affects brand attitudes. Brand logo incorporating life attributes such as animals and plants is widespread, but few scholars have studied whether natural life attributes such as animals and plants have an impact on consumers' attitude towards cross-border brand extension. Based on metaphor theory and embodied cognition theory, this study uses brands to identify natural life attributes (there are vs. None) is an independent variable. This paper first studied the direct effect of natural life attributes of logos on consumers' attitude towards brand extension across borders, then verified the mediating effect of perceived vitality of logos on the above relationship, and then explored the moderating effect of perceived natural connections of individuals. This study designed four sets of experiments and a set of empirical analysis of secondary data in order to verify the impact of natural life attributes of logos on consumers' attitude towards cross-border brand extension. Preliminary experiment designed suitable parent brands, brand logos and products with different extension distances for formal experiments through pre-experiments. Study 1 verified that labeling natural life attributes can influence consumers' attitudes toward brand cross-border extension, namely, living (vs. Inanimate) attribute logo enables consumers to have a more positive attitude towards brand cross-border extension; Study 2 verifies the mediating effect of perceived vitality, that is, brand logo with animate (vs. inanimate) attributes can make consumers have higher perceived vitality, and positively affect the attitude of brand extension across boundaries; In study 3, the mediating effect of perceived vitality was verified again by manipulating the mediating function and using the marks of different life attributes. Study 4 verifies the moderating effect of perceived natural connection, that is, when consumers perceive natural connection, they will have a higher vitality of perceiving logos with natural life attributes, which leads to a more positive attitude towards cross-border brand extension. When the perceived natural connection is low, the above effects will be weakened; Study 5 revalidated the main effect and extended the external validity of the study conclusions by coding and analyzing secondary data of real brands such as the 2024 Fortune Global 500. The conclusion of this study verifies the influence of perceived vitality of natural life attribute of logo on consumers' attitude towards cross-border brand extension, enricfies the relevant research on brand logo, brand extension, especially brand cross-border extension, and provides certain references and suggestions for enterprises implementing brand extension strategies to design appropriate brand logo.
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