The Moderating Effect of Brand Commitment on Consumer Response to Logo Shape Redesign
Consumers can have strong reactions to brand logo redesigns. We posit that reaction to change in roundness of logo shape is moderated by consumer brand commitment. Results from two experimental studies indicate that consumers who are strongly committed to a brand have a more negative attitude toward the brand following exposure to the redesigned brand logo. Conversely, consumers less committed to a brand have a more positive attitude toward the brand. Furthermore, logo evaluation provides additional insight into the processes underlying these results.
Michael Walsh, Vikas Mittal, and Karen Page (2007) ,"The Moderating Effect of Brand Commitment on Consumer Response to Logo Shape Redesign", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 54.
Michael Walsh, University of West Virginia
Vikas Mittal, University of Pittsburgh
Karen Page, University of Pittsburgh
NA - Advances in Consumer Research Volume 34 | 2007
‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding
Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway
Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging
Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
C2. The Bad Taste of Healthy Food Discounts
Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam