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
J12. The Influence of Pet-Ownership on Consumer Behavior
Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University
Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior
Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA