How Can Logo Make an Inspirational Brand?

Little research has examined how to build an inspirational brand via basic brand elements such as brand logo. We demonstrated how different combinations of logo shapes could influence the brand personality judgment and make brands become inspirational. Moreover, we found a significant moderation effect of holism on this logo shape effect.


Jianping Liang, Haizhong Wang, and Guimei Hu (2017) ,"How Can Logo Make an Inspirational Brand? ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 44-45.


Jianping Liang, Sun Yat-sen University, China
Haizhong Wang, Sun Yat-sen University, China
Guimei Hu, Sun Yat-sen University, China


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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