I Don’T Know You Anymore: the Dark Side of Brand Logo Change and Mitigating Its Negative Effects

Richie Liu, Oklahoma State University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Eric Spangenberg, University of California Irvine, USA
Extant research has explored consumer reactions to changes in brand logo design, yet it has neglected to delineate theory for the change itself. The present research addresses this gap by focusing on brand logo change, in general, rather than on changes in design.
[ to cite ]:
Richie Liu, Jeff Joireman, David Sprott, and Eric Spangenberg (2015) ,"I Don’T Know You Anymore: the Dark Side of Brand Logo Change and Mitigating Its Negative Effects", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 617-617.