A Study on the Influence of Creative Logo on Brand Marketing

• Main Authors: Yin-Ju Yen, 顏吟如
• Other Authors: Horng-Twu Liaw
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/49359088341888596312

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 100 === 　　Currently, Internet has become part of our daily lives. Our perception of Internet is getting more and more important. This thesis is a case study of Creative Logo, applying Technology Acceptance Model (TAM) to explain users' perception of Creative Logo and the influence of Brand Equity and Brand Marketing. With online questionnaire survey, 325 samples were collected. The results are as follows: Perceived Usefulness, Perceived Ease of Use and Perceived Playfulness of Creative Logo have significantly positive influence on Behavior Intention of Use, and Behavior Intention of Use has significantly positive influence on Brand Equity and Brand Marketing.