Exploring Factors Influencing Logo Effectiveness: an Experimental Inquiry

EXTENDED ABSTRACT - Corporate logos are important assets to companies. Identifying and understanding various factors that influence consumer perceptions of logos is one key aspect in creating trademarks and in building corporate identity. The current exploratory research investigates several factors that may influence the effectiveness of logo design.



Citation:

Xiang Fang and John C. Mowen (2005) ,"Exploring Factors Influencing Logo Effectiveness: an Experimental Inquiry", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 161-161.

Authors

Xiang Fang, Oklahoma State University
John C. Mowen, Oklahoma State University



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone

daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada

Read More

Featured

Consumers' Journey into Access-Based Consumption

Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley

Read More

Featured

Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.