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- Title
Making an exciting brand big: Brand personality, logo size and brand evaluation.
- Authors
Cai, Yuanyuan; Mo, Tingting
- 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).
- Subjects
BRAND personification; BRAND evaluation; PRODUCT design; BRANDING (Marketing)
- Publication
Canadian Journal of Administrative Sciences (John Wiley & Sons, Inc.), 2020, Vol 37, Issue 3, p259
- ISSN
0825-0383
- Publication type
Article
- DOI
10.1002/cjas.1545