The Impact of Logo Typeface Obliqueness on Product Efficacy Perception
This research shows that the obliqueness of logo typefaces influences consumers’ efficacy judgment of products offered by the company. Compared with non-oblique typeface logos, oblique typeface logos generate the perception of quicker product effect. This effect is attenuated when the typeface is heavy.
Citation:
Lefa Teng, Jie Wang, and Yuwei Jiang (2020) ,"The Impact of Logo Typeface Obliqueness on Product Efficacy Perception", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1229-1229.
Authors
Lefa Teng, Jiangnan University
Jie Wang, The Hong Kong Polytechnic University
Yuwei Jiang, Hong Kong Polytechic University, China
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Featured
Changes in Environment Restore Self-Control
Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA
Featured
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University