在科技日新月異的當下，企業形象是消費者在選購產品時重要的參考依據，而品牌標誌所代表的品牌形象對消費者在選購時產生相當程度影響的購買意願，也就是說如果企業可以透過品牌標誌的改變與意涵的提升，有助於提高消費者心中購買意願的提升，優質的企業更能夠透過這樣的加分效果提升產品的附加價值。
    本研究透過品牌依附、品牌熟悉度與品牌一致性為構面進行對微軟品牌標誌改變前後的一致性問卷，採取網路線上google問卷方式，內容並提供新品牌標誌與舊品牌標誌之間一致性的問題進行問卷收集，回收問卷樣本共計318份。
    根據本研究結果顯示，消費者對該品牌接觸的機率越高，品牌熟悉度越高，而品牌熟悉度提升後，對此品牌依附程度就相對提升，研究得證，品牌熟悉度越高的人對品牌依附性與品牌一致性越高，而品牌依附度越高的人也對品牌一致性越高，而研究結果並顯示，微軟的新品牌標誌一致性大過於舊品牌標誌的一致性，讓微軟在改變品牌標誌後股價創了歷年來的新高，不僅獲得消費者的重新關注，也獲得投資人的肯定。

While technologies change rapidly everyday, the image of enterprise is an important reference to customers on purchasing. The brand image of logos also influence customer’s buying intention. From this, we could know that if enterprise could make improvement on their logo’s meaning and symbolization, it is helpful on increasing customer’s buying intention. The superior corporations could also expand their product value by doing changes.
  This research uses Google online questionnaire to collect samples which is focused on the brand attachment, brand familiarity and logo congruency of Microsoft’s brand change. The content also includes the brand congruency between new logo and old logo. There are total318 samples of questionnaires.
  Per result, we could figure out that customers have more attachment by increasing brand familiarity. Once customers have more contact with brand name, they will know more about this product. We could get same result from this research: Customers with higher brand familiarity have more brand attachment and logo congruency. Moreover, customers have higher brand attachment will also have higher brand congruency at the same time. From the result of this research, the brand congruency of Microsoft logo is higher than old one. It comes up with the highest share price in history which win customers attention and obtain investors’ recognition.

目　錄
目錄	                                 I
表目錄	                                II
圖目錄	                               III
第一章　緒論	                         1
第一節　研究背景與動機	                 1
第二節　研究目的	                         6
第三節　研究流程   	                 6
第二章　文獻探討	                         8
第一節　品牌標誌  	                 8
第二節　品牌依附 	                10
第三節　品牌熟悉度	                12
第四節　品牌一致性	                14
第三章　研究架構與方法	                17
第一節　研究架構 	                17
第二節　研究假設	                        18
第三節　變數定義與衡量	                19
第四節　研究設計 	                22
第五節　資料分析方法	                23
第四章　資料分析	                        25
第一節　樣本結構分析	                25
第二節　問卷效度與信度分析	        28
第三節　各構面之相關分析          	30
第四節　T檢定與迴歸分析	                31
第五節　獨立樣本T檢定與單因子變異數分析	33
第五章　結論與建議	                41
第一節　結論	                        41
第二節　研究貢獻  	                42
第三節　研究限制與建議	                43
問卷	                                44
參考文獻	                                49
表目錄
表 3-1 品牌標誌操作型定義及測量 ................................ ................................ ......... 19
表 3-2 品牌依附操作型定義及測量 ................................ ................................ ......... 20
表 3-3 品牌熟悉度操作型定義及測量 ................................ ................................ ..... 21
表 3-4 品牌一致性操作型定義及測量 ................................ ................................ ..... 22
表 4-1 性別比例 ................................ ................................ ................................ ......... 25
表 4-2 年齡比例 ................................ ................................ ................................ ......... 26
表 4-3 教育程度比例 ................................ ................................ ................................ .26
表 4-4 收入比例 ................................ ................................ ................................ ......... 27
表 4-5 職業比例 ................................ ................................ ................................ ......... 27
表 4-6 各構面探索因素分析結果比較表 ................................ ................................ .28
表 4-7 問項內容對照表 ................................ ................................ ............................. 29
表 4-8 各構面之相關分析 ................................ ................................ ......................... 30
表 4-9 成對樣本 T檢定 ................................ ................................ ............................ 31
表 4-10 品牌熟悉度對依附 (W)之影 響 ................................ .............................. 32
表 4-11 品牌熟悉度 (X)與品牌依附 (W)對新品牌一致性 (Ynew)之影響 ................... 33
表 4-12 與品牌熟悉度 (X)與品牌依附 (W)對舊品牌一致性 對舊品牌一致性 (Yold)之影響 之影響 ................ 33
表 4-13 性別與各構面樣本 T檢定 ................................ ................................ ............ 34
表 4-14 年齡與各構面之 ANOVA檢定表 ................................ ................................ .35
表 4-15 教育程度與各構面之 ANOVA檢定表 ................................ ......................... 36
表 4-16 職業與各構面之 ANOVA檢定表 ................................ ................................ .37
表 4-17 收入與各構面之 ANOVA檢定 ................................ ................................ ..... 39
表 5-1 研究假說驗證彙整表 ................................ ................................ ..................... 41
圖目錄
圖1-1 微軟歷年公司標誌.............................................................................................4 
圖1-2 研究流程圖.........................................................................................................7 
圖3-1 舊標誌與品牌熟悉度及依附之間的一致性...................................................18 
圖3-2 新標誌與品牌熟悉度及依附之間的一致性...................................................18

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三、	網站文獻
1.	http://mashable.com/
2.	美國市場行銷協會（AMA,American Marketing Association）https://www.ama.org/Pages/default.aspx