期刊论文

Capital Letter=Power?The Influence of Letter Case on Brand Logo

中文

心理科学

1671-6981

2023

46

03

603-610

10.16719/j.cnki.1671-6981.20230312

国家自然科学基金面上项目(72072134) 国家自然科学基金项目青年项目(71702189)的资助。

本校为第一机构

基于符号联想理论，通过两组实验探讨感知权力倾向在字母大小写对消费者态度影响中的中介作用和品牌奢侈程度的调节作用。研究发现：（1）大写字母会提升消费者对品牌权力展示倾向的感知，进而提高消费者对品牌的态度；（2）感知奢侈程度在字母大小写对消费者态度的影响中起正向调节作用。对于高感知奢侈程度的品牌，大写字母标识会获得更好的消费者态度；对于低感知奢侈程度的品牌，小写字母标识会获得更好的消费者态度。

Brand logo is considered as a key visual representation of a brand.Letter case,as an important element of logo design,plays a vital role in determining consumers’attitude.Yet,few researchers have studied the influence of letter cases on the consumers’brand perception,and...MORE Brand logo is considered as a key visual representation of a brand.Letter case,as an important element of logo design,plays a vital role in determining consumers’attitude.Yet,few researchers have studied the influence of letter cases on the consumers’brand perception...