Brand Logo Frames: How and When Framing Brand Logos Increases Purchase Likelihood

Tatiana Fajardo, University of Miami, USA
Jiao Zhang, University of Oregon, USA
Michael Tsiros, University of Miami, USA
We demonstrate that logo frames may symbolize either protection or confinement and whether a logo frame is associated with protection or confinement will depend on perceptions of purchase risk. When purchase risks are high (low) a frame’s symbolic association with protection (confinement) will be salient and increase (decrease) purchase intent.
[ to cite ]:
Tatiana Fajardo, Jiao Zhang, and Michael Tsiros (2014) ,"Brand Logo Frames: How and When Framing Brand Logos Increases Purchase Likelihood", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 469-470.