A Research Review on the Consumers'Response and Psychological Mechanism of Brand Identity
In order to understand the influence of brand identity on corporate marketing practices and consumers'purchase decisions,define the definition,type and function of brand identity,and clarify the impact of brand identity on consumers'cognition,emotion and behavior,the literature reading and review methods are used to focus on the valuable views and empirical results of domestic and foreign research,and sort out summarize them.The results show that the marketing effect of brand identity has different effects on three dimensions:text(numbers,letters,fonts),graphics(Symmetry,rounded corner and polygon,frame)and color.Its psychological mechanisms include three levels:physiology(arousal,attention),cognition(processing fluency,interpretation level,halo effect,embodied cognition,spatio-temporal consistency,psychological distance)and consumer characteristic factors(gender,social class,emotion,self-construction).They mainly focus on the field of cognitive psychology and confirm the mechanism of brand identity influencing behavior by acting on consumer cognition.Future research should be combined with the development of the current era to discuss the derived new logos.At the same time,from a systematic point of view,the combination of various elements of the logo is regarded as a whole,and the mutual promotion and inhibition of different elements are discussed,so as to extend and supplement the research on brand identity.
NETL
NSTL
万方数据
维普
