The Role of Power Distance Belief in Consumers’ Preference For Brand Logo Designs
We introduce a new concept in brand logo design: the ratio of the size occupied by the logo to the empty space surrounding it (LES ratio). We find that the power distance belief significantly influences preference for the LES ratio because of its association with consumers’ implicit self-theories.
Citation:
Jessie J. Wang, Sina Esteky, Ashok K Lalwani, and Xingbo Li (2019) ,"The Role of Power Distance Belief in Consumers’ Preference For Brand Logo Designs", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 905-906.
Authors
Jessie J. Wang, Miami University, Ohio, USA
Sina Esteky, Miami University, Ohio, USA
Ashok K Lalwani, Indiana University, USA
Xingbo Li, University of Louisville, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico
Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA
Featured
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
Featured
Brand movement
Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University