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.


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.


Lefa Teng, Jiangnan University
Jie Wang, The Hong Kong Polytechnic University
Yuwei Jiang, Hong Kong Polytechic University, China


NA - Advances in Consumer Research Volume 48 | 2020

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