Making an exciting brand big: Brand personality,logo size and brand evaluation |
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Authors: | Yuanyuan Cai Tingting Mo |
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Institution: | 1. SHU-UTS SILC Business School, Shanghai University, China;2. Zhongnan University of Economics and Law, China |
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Abstract: | This research examines how brand personality (excitement) and logo size used in product design (big versus small) interacts in affecting consumer brand evaluation. We first demonstrate that combining a big logo and a high-excitement brand (versus a small logo combined with a high-excitement brand) leads to high processing fluency, further resulting in more favourable brand evaluation (Study 1). We then determine the consumption situation as a moderator of such an interaction effect: the influence of the big logo and high-excitement-brand combination on brand evaluation is significantly weakened in a private consumption situation (a T-shirt worn at home) compared to a public consumption situation (a T-shirt worn outside, Study 2a), and becomes insignificant for a private product category (slippers, Study 2b). |
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Keywords: | brand evaluation brand personality consumption situation logo size processing fluency évaluation de la marque personnalité de la marque situation de consommation taille du logo fluidité du traitement |
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