Shape matters: How logo shapes influence consumer reactions

Yuwei Jiang; Gerald J. Gorn; Maria Galli; Amitava Chattopadhyay

Shape matters: How logo shapes influence consumer reactions

Yuwei Jiang^*
, Gerald J. Gorn
, Maria Galli
, Amitava Chattopadhyay

^*Autor corresponent d’aquest treball

Producció científica: Capítol de llibre › Capítol › Avaluat per experts

Resum

Brand logos are important components of any company’s identity. Previous empirical research on brand logos (e.g., Henderson and Cote 1998; Henderson et al. 2003; Janiszewski and Meyvis 2001) has focused primarily on measures related to its aesthetic appeal (e.g., how beautiful a particular logo is) and on ease of recognition. How different logo shapes influence consumers’ perceptions of the company and its products is still largely unknown. This is the focus of our research.

Idioma original	Anglès
Títol de la publicació	The Psychology of the Asian Consumer
Editor	Taylor & Francis
Pàgines	135-138
Nombre de pàgines	4
ISBN (electrònic)	9781317514893
ISBN (imprès)	9780765644558
Estat de la publicació	Publicada - 3 de jul. 2015
Publicat externament	Sí

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title = "Shape matters: How logo shapes influence consumer reactions",

abstract = "Brand logos are important components of any company{\textquoteright}s identity. Previous empirical research on brand logos (e.g., Henderson and Cote 1998; Henderson et al. 2003; Janiszewski and Meyvis 2001) has focused primarily on measures related to its aesthetic appeal (e.g., how beautiful a particular logo is) and on ease of recognition. How different logo shapes influence consumers{\textquoteright} perceptions of the company and its products is still largely unknown. This is the focus of our research.",

author = "Yuwei Jiang and Gorn, \{Gerald J.\} and Maria Galli and Amitava Chattopadhyay",

year = "2015",

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T1 - Shape matters

T2 - How logo shapes influence consumer reactions

AU - Jiang, Yuwei

AU - Gorn, Gerald J.

AU - Galli, Maria

AU - Chattopadhyay, Amitava

PY - 2015/7/3

Y1 - 2015/7/3

N2 - Brand logos are important components of any company’s identity. Previous empirical research on brand logos (e.g., Henderson and Cote 1998; Henderson et al. 2003; Janiszewski and Meyvis 2001) has focused primarily on measures related to its aesthetic appeal (e.g., how beautiful a particular logo is) and on ease of recognition. How different logo shapes influence consumers’ perceptions of the company and its products is still largely unknown. This is the focus of our research.

AB - Brand logos are important components of any company’s identity. Previous empirical research on brand logos (e.g., Henderson and Cote 1998; Henderson et al. 2003; Janiszewski and Meyvis 2001) has focused primarily on measures related to its aesthetic appeal (e.g., how beautiful a particular logo is) and on ease of recognition. How different logo shapes influence consumers’ perceptions of the company and its products is still largely unknown. This is the focus of our research.

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M3 - Chapter

AN - SCOPUS:84941752939

SN - 9780765644558

SP - 135

EP - 138

BT - The Psychology of the Asian Consumer

PB - Taylor & Francis

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Shape matters: How logo shapes influence consumer reactions

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