品牌标识与企业绩效——有调节的中介效应检验

摘要/Abstract

摘要： 作为一项重要的视觉资产，品牌标识是企业与顾客沟通、塑造企业形象的关键点之一。本文选取2019年世界五百强零售类企业作为数据样本，构建有调节的中介模型来探究品牌标识对企业绩效的影响及其作用机制。研究发现：控制其他条件不变，品牌标识与企业绩效之间存在显著的正向关系。进一步机制分析表明，品牌标识通过增强消费者品牌忠诚影响企业绩效。有调节的中介效应检验发现，消费者熟悉度对品牌标识与品牌忠诚的关系没有影响，但在品牌忠诚对企业绩效的影响中发挥负向调节作用。本文拓展了品牌标识与企业绩效关系及其作用机制研究的相关理论，同时对企业设计品牌标识以提升企业绩效有一定实践价值。

关键词: 品牌标识, 企业绩效, 品牌忠诚, 熟悉度

Abstract: As an important visual asset, logo plays a critical role in firms’ customer communication and corporate image building. Drawing upon the example of the retail enterprises in Global 500 of 2019, this study uses moderated mediating model to explore the effect of brand logo on firm performance, as well as its mechanism. Results show that there is a significant positive relationship between brand logo and firm performance when other factors remain unaltered. Further mechanism analysis finds that logo leads to a higher profitability by enhancing consumer brand loyalty. The test of moderated mediating effect indicates that consumer familiarity has no influence on the relationship between logo and brand loyalty, but it weakens the positive effect of brand loyalty on firm profitability. This paper expands the relevant theories on the relationship between brand logo and enterprise performance and the underlying mechanism, and has certain practical value for firms to design a logo that can help them improve performance.

Key words: brand logo, firm performance, brand loyalty, familiarity

朱帮助, 韩乐. 品牌标识与企业绩效——有调节的中介效应检验[J]. 管理评论, 2024, 36(7): 193-206.

Zhu Bangzhu, Han Le. Brand Logo and Firm Performance: A Moderated Mediating Effect Test[J]. Management Review, 2024, 36(7): 193-206.

参考文献

[1] 汪涛,周玲,彭传新,等.讲故事塑品牌:建构和传播故事的品牌叙事理论——基于达芙妮品牌的案例研究[J].管理世界, 2011,(3):112-123 Wang T., Zhou L., Peng Z. X., et al. Storytelling Branding:A Brand Narrative Theory of Constructing and Communicating Stories-A Case Study Based on the Daphne Brand[J]. Journal of Management World, 2011,(3):112-123
[2] 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):85-99 Zhou X. M., Ye S. H., Li J., et al. Upright or Inclining?An Empirical Study of the Impact of Brand Logo Shapes on the Consumer Product Evaluation[J]. Foreign Economics&Management, 2019,41(2):85-99
[3] Janiszewski C., Meyvis T. Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment[J]. Journal of Consumer Research, 2001,28(1):18-32
[4] 景奉杰,石华瑀,牛亚茹.品牌标识边框对消费者品牌态度的影响机制探究[J].经济与管理评论, 2019,35(1):47-58 Jing F. J., Shi H. Y., Niu Y. R. The Influencing Mechanism of Brand Logo Frame on Consumer Brand Attitude[J]. Review of Economy and Management, 2019,35(1):47-58
[5] Baker M. J., Balmer J. M. T. Visual Identity:Trappings or Substance?[J]. European Journal of Marketing, 1997,31(5/6):366-382
[6] Jiang Y., Gorn G. J., Galli M., et al. Does Your Company Have the Right Logo?How and Why Circular-and Angular-Logo Shapes Influence Brand Attribute Judgments[J]. Journal of Consumer Research, 2016,42(5):709-726
[7] Luffarelli J., Stamatogiannakis A., Yang H. The Visual Asymmetry Effect:An Interplay of Logo Design and Brand Personality on Brand Equity[J]. Journal of Marketing Research, 2019,56(1):89-103
[8] Luffarelli J., Mukesh M., Mahmood A. Let the Logo Do the Talking:The Influence of Logo Descriptiveness on Brand Equity[J]. Journal of Marketing Research, 2019,56(5):862-878
[9] Park C. W., Eisingerich A. B., Pol G., et al. The Role of Brand Logos in Firm Performance[J]. Journal of Business Research, 2013,66(2):180-187
[10] Fajardo T. M., Zhang J., Tsiros M. The Contingent Nature of the Symbolic Associations of Visual Design Elements:The Case of Brand Logo Frames[J]. Journal of Consumer Research, 2016,43(4):549-566
[11] 郭晓凌,刘浩,张逸聪. "狮兔赛跑" ?动物品牌标识类型的消费者偏好研究——来自眼动和实验的证据[J].南开管理评论, 2023,26(6):36-49 Guo X. L., Liu H., Zhang Y. C. "The Race between Lion and Rabbit" ?Research on Consumer Preference of Animal Brand Logo Types:Evidence from Eye Tracking and Experiments[J]. Nankai Business Review, 2023,26(6):36-49
[12] 孙国辉,梁渊,李季鹏.品牌延伸类型选择:不同品牌概念下契合度和真实度对延伸产品态度的影响研究[J].管理评论, 2019,31(3):102-115 Sun G. H., Liang Y., Li J. P. The Choice of Brand Extension Type:The Interactive Effect of Fit, BEA and Brand Concept on Consumers'Extension Attitude[J]. Management Review, 2019,31(3):102-115
[13] Huang K. C., Lin C. C., Chiang S. Y. Color Preference and Familiarity in Performance on Brand Logo Recall[J]. Perceptual and Motor Skills, 2008,107(2):587-596
[14] Wen N., Lurie N. H. The Case for Compatibility:Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names[J]. Journal of Retailing, 2018,94(4):393-407
[15] Cian L., Krishna A., Elder R. S. This Logo Moves Me:Dynamic Imagery from Static Images[J]. Journal of Marketing Research, 2014,51(2):184-197
[16] Cian L., Krishna A., Elder R. S. A. Sign of Things to Come:Behavioral Change through Dynamic Iconography[J]. Journal of Consumer Research, 2015,41(6):1426-1446
[17] 尚晓燕,郭晓凌.品牌也需"高颜值":品牌标识设计的消费者反应研究述评[J].外国经济与管理, 2020,42(1):55-69 Shang X. Y., Guo X. L. Brand should Be Gorgeous:A Literature Review of Consumer Response to Brand Logo Design[J]. Foreign Economics&Management, 2020,42(1):55-69
[18] Jafari J. The Effect of Firm's Logo on Its Performance:Evidence from Oil Industry[J]. Management Science Letters, 2016,6(9):591-598
[19] Walsh M. F., Winterich K. P., Mittal V. Do Logo Redesigns Help or Hurt Your Brand?The Role of Brand Commitment[J]. The Journal of Product and Brand Management, 2010,19(2):76-84
[20] Sabrina B., Paolo D. P. New Brand Logo Design:Customers'Preference for Brand Name and Icon[J]. Journal of Brand Management, 2017,24(2):1-16
[21] Woo J. J., Chang-Hoan C., Hyuck Joon K. The Role of Effect and Cognition in Consumer Evaluations of Corporate Visual Identity:Perspectives from the United States and Korea[J]. Journal of Brand Management, 2008,15(6):382-398
[22] Rahinel R., Nelson N. M. When Brand Logos Describe the Environment:Design Instability and the Utility of Safety-oriented Products[J]. Journal of Consumer Research, 2016,43(3):478-496
[23] 单从文,余明阳,薛可.信息流畅性对消费者品牌延伸评价的影响研究[J].管理评论, 2020,32(6):196-205 Shan C. W., Yu M. Y., Xue K. Study on the Impact of Information Fluency on Consumers'Brand Extension Evaluations[J]. Management Review, 2020,32(6):196-205
[24] Sundar A., Noseworthy T. J. Place the Logo High or Low?Using Conceptual Metaphors of Power in Packaging Design[J]. Journal of Marketing, 2014,78(5):138-151
[25] 王海忠,范孝雯,欧阳建颖.消费者自我构念,独特性需求与品牌标识形状偏好[J].心理学报, 2017,49(8):1113-1124 Wang H. Z., Fan X. W., Ouyang J. Y. Consumer Self-construal, Need of Uniqueness and Preference of Brand Logo Shape[J]. Acta Psychologica Sinica, 2017,49(8):1113-1124
[26] 李桂华,申媛婷.要素品牌策略、营销能力与品牌绩效关系研究[J].管理评论, 2019,31(1):113-125 Li G. H., Shen Y. T. Ingredient Branding Strategies, Marketing Capability and Brand Performance[J]. Management Review, 2019,31(1):113-125
[27] Snyder A. Branding:Coming up for More Air[J]. Brand Week, 1993,34(6):24-28
[28] Rafiq M. R., Hussain R. I., Hussain S. The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude[J]. International Review of Management and Marketing, 2020,10(5):117-126
[29] Van Riel C. B. M., Van den Ban A. The Added Value of Corporate Logos-An Empirical Study[J]. European Journal of Marketing, 2001,35(3/4):428-440
[30] Foroudi P. Influence of Brand Signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry's Brand Performance[J]. International Journal of Hospitality Management, 2019,76:271-285
[31] Sundar A., Kellaris J. J. How Logo Colors Influence Shoppers'Judgments of Retailer Ethicality:The Mediating Role of Perceived Eco-friendliness[J]. Journal of Business Ethics, 2017,146(3):685-701
[32] 王丹丹.服务企业品牌忠诚的形成路径分析——对如家、浙商银行和小南国的纵向案例研究[J].管理评论, 2018,30(7):292-304 Wang D. D. An Approach to Customer Loyalty of Service Brand-A Longitudinal Case Study on Homeinns, CZB and TANSH Global Food Group[J]. Management Review, 2018,30(7):292-304
[33] Müller B., Kocher B., Crettaz A. The Effects of Visual Rejuvenation through Brand Logos[J]. Journal of Business Research, 2013,66(1):82-88
[34] 薛永基,杨志坚,李健.慈善捐赠行为对企业品牌资产的影响——企业声誉与风险感知的中介效应[J].北京理工大学学报(社会科学版), 2012,14(4):58-66 Xue Y. J., Yang Z. J., Li J. Impact of Corporate Philanthropy on Brand Equity-The Mediating Effect of Corporate Reputation and Risk Perception[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2012,14(4):58-66
[35] Melewar T. C., Foroudi P., Gupta S., et al. Integrating Identity, Strategy and Communications for Trust, Loyalty and Commitment[J]. European Journal of Marketing, 2017,51(3):572-604
[36] 李翠玲,秦续忠,赵红.旅游目的地品牌忠诚度与整体印象影响因素研究——以新疆昌吉州为例[J].管理评论, 2017,29(7):82-92 Li C. L., Qin X. Z., Zhao H. An Empirical Research on the Factors that Affect Tourism Destination Brand Loyalty and Overall Impression:Evidence from Changji Region in Xinjiang[J]. Management Review, 2017,29(7):82-92
[37] Baye M. R., Morgan J. Brand and Price Advertising in Online Markets[J]. Management Science, 2009,55(7):1139-1151
[38] 张德鹏,林萌菲,陈春峰,等.品牌社区中情感和关系会激发推荐吗?——顾客心理依附对口碑推荐意愿的影响研究[J].管理评论, 2019,31(2):155-168 Zhang D. P., Lin M. F., Chen C. F., et al. Do Emotions and Relationships in Brand Community Inspire Recommendations?Research on the Influence of Customer Psychological Attachment on Their Recommendation Intentions[J]. Management Review, 2019,31(2):155-168
[39] Park C. W., MacInnis D. J., Priester J., et al. Brand Attachment and Brand Attitude Strength:Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers[J]. Journal of Marketing, 2010,74(6):1-17
[40] Wagner T., Hennig-Thurau T., Rudolph T. Does Customer Demotion Jeopardize Loyalty?[J]. Journal of Marketing, 2009,73(3):69-85
[41] Kent R. J., Allen C. T. Competitive Interference Effects in Consumer Memory for Advertising:The Role of Brand Familiarity[J]. Journal of Marketing, 1994,58(3):97-105
[42] Henderson P. W., Cote J. A. Guidelines for Selecting or Modifying Logos[J]. Journal of Marketing, 1998,62(2):14-30
[43] Monahan J. L., Murphy S. T., Zajonc R. B. Subliminal Mere Exposure:Specific, General, and Diffuse Effects[J]. Psychological Science, 2000,11(6):462-466
[44] Pieters R., Warlop L., Wedel M. Breaking through the Clutter[J]. Management Science, 2002,48(6):765-781
[45] Buttle H., Raymond J. E. High Familiarity Enhances Visual Change Detection for Face Stimuli[J]. Perception&Psychophysics, 2003,65(8):1296-1306
[46] Foroudi P., Gupta S., Kitchen P., et al. A Framework of Place Branding, Place Image, and Place Reputation:Antecedents and Moderators[J]. Qualitative Market Research:An International Journal, 2016,19(2):241-264
[47] Foroudi P., Melewar T. C., Gupta S. Linking Corporate Logo, Corporate Image, and Reputation:An Examination of Consumer Perceptions in the Financial Setting[J]. Journal of Business Research, 2014,67(11):2269-2281
[48] Macdonald E. K., Sharp B. M. Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:A Replication[J]. Journal of Business Research, 2000,48(1):5-15
[49] Sprott D., Sandor C., Eric S. The Importance of a General Measure of Brand Engagement on Market Behavior:Development and Validation of a Scale[J]. Journal of Marketing Research, 2009,46(1):92-104
[50] 马粤娴,严鸣,黄国华.团队群体性组织偏差行为的产生机制[J].管理科学, 2016,29(3):59-70 Ma Y. X., Yan M., Huang G. H. The Formation of Group Collective Organizational Deviance[J]. Journal of Management Science, 2016,29(3):59-70
[51] 高雪原,张志朋,钱智超,等.零工工作者工作压力:形成机理与量表开发[J].南开管理评论, 2023,26(3):244-258 Gao X. Y., Zhang Z. P., Qian Z. C. et al. Gig-worker's Work Pressure:Formation Mechanism and Scale Development[J]. Nankai Business Review, 2023,26(3):244-258
[52] Park E., Kim K. J., Kwon S. J. Corporate Social Responsibility as a Determinant of Consumer Loyalty:An Examination of Ethical Standard, Satisfaction, and Trust[J]. Journal of Business Research, 2017,76:8-13
[53] Yoo B., Donthu N., Lee S. An Examination of Selected Marketing Mix Elements and Brand Equity[J]. Journal of the Academy of Marketing Science, 2000,28(2):195-211
[54] 温忠麟,叶宝娟.中介效应分析:方法和模型发展[J].心理科学进展, 2014,22(5):731-745 Wen Z. L., Ye B. J. Analyses of Mediating Effects:The Development of Methods and Models[J]. Advances in Psychological Science, 2014,22(5):731-745
[55] 温忠麟,叶宝娟.有调节的中介模型检验方法:竞争还是替补?[J].心理学报, 2014,46(5):714-726 Wen Z. L., Ye B. J. Different Methods for Testing Moderated Mediation Models:Competitors or Backups?[J]. Acta Psychologica Sinica, 2014,46(5):714-726
[56] 肖延高,冉华庆,童文锋,等.防卫还是囤积?商标组合对企业绩效的影响及启示[J].管理世界, 2021,37(10):214-226 Xiao Y. G., Ran H. Q., Tong W. F., et al. Defense or Hoarding?The Relationship between Trademark Portfolios and Firm Performance and Its Implications[J]. Journal of Management World, 2021,37(10):214-226
[57] 李林木,于海峰,汪冲,等.赏罚机制、税收遵从与企业绩效——基于纳税信用管理制度的研究[J].经济研究, 2020,55(6):89-104 Li L. M., Yu H. F., Wang C., et al. Reward-and-Punishment Mechanisms,Tax Compliance and Firm Performance:China's Taxpaying Credit Management System[J]. Economic Research Journal, 2020,55(6):89-104
[58] 李文贵,余明桂,钟慧洁.央企董事会试点、国有上市公司代理成本与企业绩效[J].管理世界, 2017,(8):123-135 Li W. G., Yu M. G., Zhong H. J. Board of Directors Pilot of Central Enterprises, Agency Costs of State-owned Listed Companies and Firm Performance[J]. Journal of Management World, 2017,(8):123-135
[59] 陈世来,李青原. IPO、商业信用供给与企业绩效[J].南开管理评论, 2023,26(4):66-76 Chen S. L., Li Q. Y. IPO, Trade Credit Supply and Enterprise Performance[J]. Nankai Business Review, 2023,26(4):66-76