Say It Or Show It: Logo Aesthetics and Consumer-Brand Relationship Development

We demonstrate that early in the consumer-brand relationship, text-based logos outperform image-based logos. This is because text-based logos generate a greater sense of brand awareness, which is needed for image-based logos to effectively cultivate brand attachment. Ultimately, this research identifies a novel factor limiting the effectiveness of images over text.


Samuel Carter Morgan, Tatiana Fajardo, and Claudia Townsend (2017) ,"Say It Or Show It: Logo Aesthetics and Consumer-Brand Relationship Development", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 258-263.


Samuel Carter Morgan, University of Miami, USA
Tatiana Fajardo, Florida State University, US
Claudia Townsend, University of Miami, USA


NA - Advances in Consumer Research Volume 45 | 2017

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