商業管理
VALUES CREATED FROM FAR AND NEAR: INFLUENCE OF SPATIAL DISTANCE ON BRAND EVALUATION
Xing-Yu (Marcos) Chu, Chun-Tuan Chang, and Angela Y. Lee
FEBRUARY 19, 2021| Article | Journal of Marketing
This research examines how the spatial distance between the product and the consumer/mannequin/model affects consumers, perception of the product/brand.
When the brand image is associated with status and luxury, consumers are more willing to pay for a product with a distance since distal distance serves as a signal of prestige.
When the Brand image is perceived as popular and friendly, consumers showing more favorable attitudes and higher willingness to pay arising from a proximal spatial distance
is driven by perceived social closeness. Effective use of spatial distance is not a one-size-fits-all strategy.
Keywords: brand image, product and brand evaluations, perceived closeness, perceived prestige, spatial distance, visual marketing
紀念梁定澎國家講座教授
梁講座教授在國內外資訊管理領域享有崇高的學術地位，尤以2008年獲得教育部終身榮譽國家講座教授； 2014年獲得美國資訊系統學會（Association for Information Systems，AIS）Leo Award終身成就獎和2018年擔任主席， 為華人世界第一人獲此殊榮。梁講座教授樂於分享與提攜後輩的行誼，令人讚佩。他每年邀請國外資管領域傑出學者來臺交流， 讓國內學者有機會站在高點看世界。他同時喜歡跨領域的交流，總能立足國際資管領域的前緣，為師生創造許多研究學習的機會，成為管理領域的典範。
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