Making an exciting brand big: Brand personality, logo size and brand evaluation | Zendy

Cai Yuanyuan | Zendy; Mo Tingting | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Premium

Making an exciting brand big: Brand personality, logo size and brand evaluation

Author(s) -

Cai Yuanyuan,

Mo Tingting

Publication year - 2020

Publication title -

canadian journal of administrative sciences / revue canadienne des sciences de l'administration

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.347

H-Index - 48

eISSN - 1936-4490

pISSN - 0825-0383

DOI - 10.1002/cjas.1545

Subject(s) - logo (programming language) , advertising , moderation , consumption (sociology) , personality , brand awareness , brand management , brand extension , product (mathematics) , fluency , psychology , processing fluency , product category , business , marketing , social psychology , computer science , art , aesthetics , mathematics , geometry , mathematics education , programming language

This research examines how brand personality (excitement) and logo size used in product design (big versus small) interacts in affecting consumer brand evaluation. We first demonstrate that combining a big logo and a high‐excitement brand (versus a small logo combined with a high‐excitement brand) leads to high processing fluency, further resulting in more favourable brand evaluation (Study 1). We then determine the consumption situation as a moderator of such an interaction effect: the influence of the big logo and high‐excitement‐brand combination on brand evaluation is significantly weakened in a private consumption situation (a T‐shirt worn at home) compared to a public consumption situation (a T‐shirt worn outside, Study 2a), and becomes insignificant for a private product category (slippers, Study 2b).

This content is not available in your region!

Continue researching here.

Having issues? You can contact us here

Accelerating Research