The Exciting Asymmetry Effect: the Interplay of Logo Design and Brand Personality on Brand Equity

Four experimental studies and the analysis of a large-scale field dataset (n=15,000), demonstrate that an asymmetrical (vs. symmetrical) logo boosts the customer-, company-, and financial-based equity of brands which possess an exciting personality. Commercial designers, however, were found to prefer using symmetrical logos for such brands, harming brand equity.


Jonathan Luffarelli, Antonios Stamatogiannakis, and Haiyang Yang (2015) ,"The Exciting Asymmetry Effect: the Interplay of Logo Design and Brand Personality on Brand Equity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 622-623.


Jonathan Luffarelli, Cass Business School, City University London
Antonios Stamatogiannakis, IE Business School - IE University
Haiyang Yang, Carey Business School - Johns Hopkins University


NA - Advances in Consumer Research Volume 43 | 2015

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