The Moderating Effect of Brand Commitment on Consumer Response to Logo Shape Redesign

Michael Walsh, University of West Virginia
Vikas Mittal, University of Pittsburgh
Karen Page, University of Pittsburgh
Consumers can have strong reactions to brand logo redesigns. We posit that reaction to change in roundness of logo shape is moderated by consumer brand commitment. Results from two experimental studies indicate that consumers who are strongly committed to a brand have a more negative attitude toward the brand following exposure to the redesigned brand logo. Conversely, consumers less committed to a brand have a more positive attitude toward the brand. Furthermore, logo evaluation provides additional insight into the processes underlying these results.
[ to cite ]:
Michael Walsh, Vikas Mittal, and Karen Page (2007) ,"The Moderating Effect of Brand Commitment on Consumer Response to Logo Shape Redesign", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 54.