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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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