Logos圣经软件
徽标(编程语言)
品牌资产
广告
品牌管理
产品(数学)
营销
品牌知名度
描述性统计
服务(商务)
心理学
品牌延伸
业务
数学
计算机科学
操作系统
统计
程序设计语言
几何学
作者
Jonathan Luffarelli,Mudra Mukesh,Ammara Mahmood
标识
DOI:10.1177/0022243719845000
摘要
Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.
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