Brand Logo Salience As a Signal of Brand Status
In this paper, we seek to demonstrate that the visual salience of a brand logo can signal to consumers that the brand is of lower status. We combine real world evidence of existing brands with experimental evidence, and show that these inferences are mediated by brand credibility.
Justin Saddlemyer and Sabrina Bruyneel (2016) ,"Brand Logo Salience As a Signal of Brand Status", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 607-608.
Justin Saddlemyer, Katholieke University Leuven, Belgium
Sabrina Bruyneel, Katholieke University Leuven, Belgium
NA - Advances in Consumer Research Volume 44 | 2016
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