Exploring Factors Influencing Logo Effectiveness: an Experimental Inquiry

Xiang Fang, Oklahoma State University
John C. Mowen, Oklahoma State University
EXTENDED ABSTRACT - Corporate logos are important assets to companies. Identifying and understanding various factors that influence consumer perceptions of logos is one key aspect in creating trademarks and in building corporate identity. The current exploratory research investigates several factors that may influence the effectiveness of logo design.
[ to cite ]:
Xiang Fang and John C. Mowen (2005) ,"Exploring Factors Influencing Logo Effectiveness: an Experimental Inquiry", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 161-161.