2J Is Your Brand Logo in the Right Size?
Consumers’ perceptions of the focal brand can be easily shaped by various logo design features. This research demonstrates that “bigger is not always better” by examining when the size of a brand logo has an inverted U-shaped relationship with consumers’ evaluation of the brand logo.
Wanyi Zheng and He (Michael) Jia (2019) ,"2J Is Your Brand Logo in the Right Size?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1004-1004.
Wanyi Zheng, University of Hong Kong, China
He (Michael) Jia, University of Hong Kong, China
NA - Advances in Consumer Research Volume 47 | 2019
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore
More than just a number: The negative effect of 100% claims
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium