11057 
8881品牌标识是品牌的关键视觉象征，对于创建品牌资产、建立消费者品牌忠诚有重要作用。端正和倾斜的品牌标识在生活中普遍存在，却少有学者考察它们对消费者产品评价的影响。本研究基于具身认知理论和隐喻理论，通过四个实验探讨了品牌标识的形状（端正VS.倾斜）对消费者产品评价的影响，并研究了感知运动的中介作用及产品创新类型的调节作用。实验一到实验三表明品牌标识形状的不同会使消费者的感知运动程度不同，端正的品牌标识会让消费者对产品有更高的可靠性评价，而倾斜的品牌标识则会让消费者产生更高的创新性评价；实验四证明了品牌标识的端正与倾斜会影响消费者的感知运动程度，而感知运动程度对产品评价的影响会受到产品创新类型的调节。本文丰富了品牌标识研究，并为品牌设计者及管理者提供了一定的参考和建议。
斜不胜正？品牌标识形状对消费者产品评价的影响研究
摘要
参考文献
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引用本文
周小曼, 叶生洪, 厉佳, 等. 斜不胜正？品牌标识形状对消费者产品评价的影响研究[J]. 外国经济与管理, 2019, 41(2): 84-98.
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