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

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