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Let the logo do the talking: the influence of logo descriptiveness on brand equity
journal contribution
posted on 2023-06-10, 00:46 authored by Luffarelli Jonathan, Mudra Mukesh, Mahmood AmmaraLogos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Marketing ResearchISSN
0022-2437Publisher
SAGE PublicationsExternal DOI
Issue
5Volume
56Page range
862-878Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2021-08-31First Open Access (FOA) Date
2021-08-31First Compliant Deposit (FCD) Date
2021-08-31Usage metrics
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