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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

Read More

Featured

Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More

Featured

The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.