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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 469-470.


Tatiana Fajardo, University of Miami, USA
Jiao Zhang, University of Oregon, USA
Michael Tsiros, University of Miami, USA


NA - Advances in Consumer Research Volume 42 | 2014

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