標誌是組織、品牌和身份的視覺代表，成為行銷和品牌溝通策略中至關重要的組成部分。標誌的視覺元素如形狀和對稱性，可以顯著影響消費者的感知。此外，全球化影響了人們對社會的自我認知，從而形成了全球或在地身份認同。在地/全球身份認同是指個體對社會的自我認知，具有全球身分認同的個體與來自不同國家的人有更強的聯繫，而具有在地身份認同的個體則與周圍環境有更緊密的聯繫。本研究探討個體的全球/在地身份認同與其對於對稱和非對稱標誌的偏好之間的關係。我們進行了一項2（全球 vs. 在地身份認同的測量）× 2（對稱 vs. 非對稱標誌的操作）的受試者間設計實驗，並提出開放性在此關係中起到中介作用。研究結果顯示，具有全球身份認同的消費者對非對稱標誌的偏好高於具有在地身份認同的消費者。這些結果有助於我們對消費者身份認同和公司標誌文獻的理解，闡明了在地/全球身份認同與對於對稱和非對稱公司標誌的偏好之間的關係。此研究對品牌經理和行銷人員具有重要意義，強調在設計標誌時考慮消費者的全球/在地身份認同的必要性。了解目標消費者是否具有全球或在地身份認同可以為選擇使用對稱或非對稱標誌設計提供指引。最終，本研究加深了我們對影響消費者對標誌設計偏好和身份認同相關因素的理解。

Logos serve as visual representations of organizations, brands, and identities, making them a vital component of marketing and brand communication strategies. Their visual elements, such as shapes and symmetry, can significantly impact consumer perceptions. Additionally, globalization has affected individuals' self-perception in relation to society, leading to the formation of global or local identities. Local-global identity refers to individuals' self-perception in relation to society, where individuals with a global identity exhibit stronger connections with people from different countries, while those with a local identity have stronger ties to their immediate surroundings.
This research investigates the relationship between individuals' local-global identity and their attitude for symmetrical and asymmetrical logos. A 2 (Global vs. Local identity measure) X 2(Symmetrical vs. Asymmetrical logos manipulation) between-subject design experiment was conducted, and we proposed that openness to experience plays a mediating role in the relationship.
Findings from this research reveal that consumers with a global identity display a greater inclination towards asymmetrical logos than those who hold a local identity. These results contribute to the understanding of consumer identity and logo literature, shedding light on the relationship between local-global identity and attitudes for symmetrical and asymmetrical logos. This research has important implications for brand managers and marketers, highlighting the need to consider consumers' local-global identity when designing logos. Understanding whether target consumers possess a global or local identity can inform decisions regarding the use of symmetrical or asymmetrical logo designs. Ultimately, this study enhances our understanding of the identity-based factors that influence consumer attitudes for logo designs.

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