The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference |
| |
| Institution: | 1. School of Business, Shandong University, No. 180 Wenhua West Road, Huancui District, Weihai, Shandong Province, 264209, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;3. School of Business and Management, Jilin University, No. 2699 Qianjin Street, Chaoyang District, Changchun, Jilin Province, 130012, PR China;1. School of Management, University of Science and Technology of China, Jinzhai Road, 230026, Hefei, China;2. School of Economics and Management, Anhui Polytechnic University, Beijing Road, 241000, Wuhu, China;1. Vivekananda School of Business Studies, Vivekananda Institute of Professional Studies – TC, New Delhi, India;2. Jindal Global Business School, O P Jindal Global University, Sonepat, Haryana, India;3. DCU Business School, Dublin City University, Glasnevin Campus, Dublin, Ireland;1. Indian Institute of Management Raipur, Chhattisgarh, India;2. Indian Institute of Management Kozhikode, Kerala, India |
| |
| Abstract: | Logos are the brands’ visual identity, which can influence brand positioning and contribute to brand success. However, little is known about the effect of logo shape on brand premiumness perception. Thus, we conducted four studies, including one archival dataset analysis, to examine this issue. Results revealed that consumers perceive angular-logo brands as more premium than circular-logo brands. Such logo shape effect is driven by perceived psychological distance between the brand and consumers. We further identified the downstream consequences of perceived brand premiumness. To express status, consumers are more likely to choose angular-logo brands, which are perceived as more premium. However, consumers unmotivated by status-expressing goals will be unaffected by such perceptions. These findings have theoretical implications regarding brand logo and positioning, and practical implications for logo design. |
| |
| Keywords: | Logo shape Brand premiumness Psychological distance Brand preference |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
