When Prominent Logos Make You Feel Competent
We show that when a product is associated with an activity that has a performance-related component, consumers have a stronger preference for products with prominent brand logos over subtle brand logos. This effect occurs because prominent (vs. subtle) brand logos provide consumers with a more efficacious self-view in performance-related activities.
Sara Caprioli, Christopher Fuchs, and Nailya Ordabayeva (2018) ,"When Prominent Logos Make You Feel Competent", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 237-241.
Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA
NA - Advances in Consumer Research Volume 46 | 2018
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