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本文研究了商标中商标名称大小写对消费者品牌感知的影响。研究一中的两个子实验表明:消费者感知商标中小写品牌名称的品牌相对于大写的品牌缺乏权威性,但是感觉小写品牌名称的品牌具有更高的友好性。在前者的作用过程中,商标的感知强势发挥了中介作用,而商标的感知活力在后者的作用过程中起到了中介作用。研究二的实验结果表明产品(或服务)与商标之间存在一种匹配效应,即消费者感知具有权威性特征的产品(或服务)与大写商标更匹配,而友好性的产品(或服务)采用小写商标则更合适。研究三针对市场上真实商标的研究发现,高权威性的品牌倾向于采用大写商标,而高友好性的品牌更倾向于采用小写商标。
This paper studies the impact of the trade name brand name perception on consumer brand perception. The two sub-experiments in the first study show that consumers perceive brands with lowercase brand names in the trademark as less authoritative than those in uppercase, but brands with lowercase brand names feel more friendly. In the role of the former, the strong sense of trademark plays an intermediary role, and the perceived vitality of the trademark plays an intermediary role in the role of the latter. The experimental results of Study 2 show that there is a matching effect between products (or services) and trademarks. That is, consumers perceive that the products (or services) with the authoritative characteristics more match the uppercase ones, while the friendly products (or services) Lowercase marks are more appropriate. Study Three The study of real marks on the market found that highly-authoritative brands tended to adopt uppercase marks, while highly-friendly brands tended to adopt lowercase marks.