Brand logo symmetry and product design: The spillover effects on consumer inferences

This paper addresses the relationship between brand logo symmetry and product design inferences. By relying on the theoretical concepts of consumer self-congruity and spillover effects, we propose that brand logo associations should be in congruence with the consumer's self-concept to have a positive effect on logo liking and, consequently, on product design inferences. Consumers tend to associate asymmetry, not symmetry, with excitement and compare their own self-concept with these perceived associations. Due to self-congruity effects, consumers have higher preferences for a brand logo if the brand logo's associations match their own self-concept. Based on their logo liking, consumers are able to make attitude-based product design inferences. The impact on product design inferences varies with regard to the dimensions of product design. More specifically, the findings demonstrate that inferred product aesthetics and symbolism are, in fact, more strongly affected in comparison to inferred product functionality.