Making an exciting brand big: Brand personality, logo size and brand evaluation

In: Canadian journal of administrative sciences: Revue canadienne des sciences de l'administration, Band 37, Heft 3, S. 259-267

Abstract

AbstractThis 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).