1-D: Effects of Logo Colorfulness on Consumer Judgments
Consumers have more favorable attitudes toward a brand when its logo contains multiple colors, than a single color. This effect is driven by an increase of the perceived product variety of the company, and moderated by brand positioning and the external attribution of the logo colorfulness.
Jiaqi Song, Yuwei Jiang, and Gerald J. Gorn (2017) ,"1-D: Effects of Logo Colorfulness on Consumer Judgments", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1059-1059.
Jiaqi Song, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Gerald J. Gorn, Hong Kong Polytechnic University, Hong Kong
NA - Advances in Consumer Research Volume 45 | 2017
Time and Space for Robots and AI
Marat Bakpayev, University of Minnesota Duluth, USA
Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone
daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA