When Prominent Logos Can Create Value

Past research has shown instances when the use of prominent logos can lead to negative consumer reactions. In this research, we show instances when this effect reverses. Seven studies demonstrate that in case products have a performance-related component, consumers have a stronger preference for products with big versus small logos.


Sara Caprioli, Christoph Fuchs, and Nailya Ordabayeva (2018) ,"When Prominent Logos Can Create Value", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 282-285.


Sara Caprioli, TU Munich, Germany
Christoph Fuchs, TU Munich, Germany
Nailya Ordabayeva, Boston College, USA


E - European Advances in Consumer Research Volume 11 | 2018

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