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
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
Rituals Enhance Self-Brand Connection: The Role of Time Perception
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University
Influence of Visual Crowding and Space Between Products on Consumer Choice
Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France