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.
Citation:
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.
Authors
Tatiana Fajardo, University of Miami, USA
Jiao Zhang, University of Oregon, USA
Michael Tsiros, University of Miami, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success
Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, USA
Featured
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
Featured
N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement
Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University