中文摘要：

本文提出的“品牌拉伸效应”是指,长条形的品牌标识形状（相对于正方形）会使消费者认为产品能够使用的时间更长,即品牌标识形状的长宽比能够拉长消费者对产品时间属性（如电池的使用时间）的评估。文章在四个实验中发现,看到长条形标识的消费者认为空气清新剂的香氛持续时间更长、电动自行车的续航及充电时间更久、葡萄酒或葡萄汁的品牌历史更远、视频网站的平均视频时长更长;而收益时间和成本时间的不同起到了调节作用：长条形标识对收益时间的评价有利,而正方形标识则有助于获得好的成本时间评价;时间属性评估中介了标识形状对品牌评价的影响,但这一中介作用受到产品品类的调节,只有在时间属性重要的品类中,标识形状才会经由时间属性评估影响品牌评价。本文对企业进行品牌标识设计和多形状品牌标识管理具有借鉴价值。

英文摘要：

Although the design of brand logo is a very important decision for all brand managers to influence consumers＇ perception and attitude to a brand, few experimental research has been conducted to test whether and how individual＇s cognition is formed by the visual elements of a logo. Practically, as smartphones and other mobile devices spread, more and more brands launch their additional logos in a square shape to adapt to the touch screen. However, either marketers or researchers know little about the effect of logo shape on consumers＇ attitude. This research chooses the lengthwidth ratio of logo （LWRL） as the key factor of logo shape and proposes the ＇brand elongation effect＇ which refers to the rectangular logo which is elongated in the horizontal direction results in longer evaluation to time-related attribute of product （TRAP） than the square logo. We conducted four experiments on a professional online website to test our hypothesis. The research results indicate that： （a） subjects estimated the duration of the smell of a fictional air-freshener brand longer when they saw rectangular logo than square logo （Experiment 1）; （b） the rectangular brand of a fictional electric bicycle producer got a longer and better evaluation of the TRAP than the square brand only when the duration of the TRAP was positive （e.g. battery life）, whereas the square brand （vs. the rectangular brand） acquired shorter but better evaluation when the duration of the TRAP was negative （e.g. battery charging time）. That is, the brand elongation effect was testified to be moderated by the valence of TRAP （Experiment 2）; （c） the brand evaluation was impacted by the LWRL through the estimation to the TRAP only when the TRAP was important for the category （e.g. brand history for grape wine）. The brand evaluation wasn＇t influenced by LWRL when there was no importance of the TRAP for the category （e.g. brand history for grape juice）, but the elongation effect to the TRAP still existed. I