I’Ve Got the Power: Investigating Dynamic Brand Logos

We find dynamic brand logos (motion and force) are more effective than kinematic (motion only) brand logos in increasing brand related attitudinal and behavioral judgments, through perceived brand energy. However, when a thrust force (propelling force) is depicted in a brand logo, the brand energy effect is attenuated.


Stacey Baxter and Jasmina Ilicic (2017) ,"I’Ve Got the Power: Investigating Dynamic Brand Logos", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 527-529.


Stacey Baxter, University of Newcastle, Australia
Jasmina Ilicic, Monash University, Australia


NA - Advances in Consumer Research Volume 45 | 2017

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