Symmetrical Logos Can Harm Brand Equity: the Interactive Effect of Logo Design and Brand Personality on Brand Valuation
Using experimental results and large field datasets on logo perception and brand valuation, we show that symmetry in logo designs interacts with excitement and competence dimensions of brand personality, negatively impacting brand equity. These effects are unique to symmetry and not driven by other visual characteristics (e.g., complexity, contrast, fluency).
Jonathan Luffarelli, Antonios Stamatogiannakis, and Haiyang Yang (2013) ,"Symmetrical Logos Can Harm Brand Equity: the Interactive Effect of Logo Design and Brand Personality on Brand Valuation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Jonathan Luffarelli, IE Business School - IE University, Spain
Antonios Stamatogiannakis, IE Business School - IE University, Spain
Haiyang Yang, Johns Hopkins University, USA
NA - Advances in Consumer Research Volume 41 | 2013
P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality
Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA