The Untouchables: the Sacredness of Brand Logos

We find that brand sacredness is a distinct construct that can uniquely predict how protective consumers are of a brand’s logo, so that a collective understanding about brand sacredness can drive consumers’ personal experience of moral outrage in reaction to logo redesigns, even when there is a weak consumer-brand connection.


Maria A. Rodas, Carlos J. Torelli, and Shirley Y. Y. Cheng (2016) ,"The Untouchables: the Sacredness of Brand Logos", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 602-602.


Maria A. Rodas, University of Minnesota, USA
Carlos J. Torelli, University of Illinois at Urbana-Champaign
Shirley Y. Y. Cheng, Hong Kong Baptist University


NA - Advances in Consumer Research Volume 44 | 2016

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