Do you have the correct brand logo? Role of logo direction, perceived logo movement imagery and brand positioning DOI

Yanfei Tang,

Liangyan Wang, Eugene Y. Chan

et al.

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: May 10, 2025

Purpose Previous research has mainly examined the effects of static versus kinematic brand logos on consumer responses. This paper aims to analyze impact dynamic behavior. Design/methodology/approach Hypotheses were tested through five experimental studies involving 1,914 participants recruited in China. Participants answered questions investigating interactive perceived logo movement imagery (dynamic vs static) and direction (toward left right) under different positioning conditions (traditional modern). Findings study finds that, for modern positioning, toward right (vs left) generate higher purchase intention, which is consistent with prior literature. does not hold logos. For traditional opposite pattern observed. Specifically, receive more favorable evaluations than those logos; whereas logos, effect disappears. Brand engagement mediates interaction between attitude. Originality/value Despite most previous focused or only a few have investigated how influence attitude, particularly regarding contexts boundary conditions. advances literature by examining jointly affect consumers’ perceptions while also highlighting moderating role underlying mechanism engagement.

Language: Английский

Do you have the correct brand logo? Role of logo direction, perceived logo movement imagery and brand positioning DOI

Yanfei Tang,

Liangyan Wang, Eugene Y. Chan

et al.

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: May 10, 2025

Purpose Previous research has mainly examined the effects of static versus kinematic brand logos on consumer responses. This paper aims to analyze impact dynamic behavior. Design/methodology/approach Hypotheses were tested through five experimental studies involving 1,914 participants recruited in China. Participants answered questions investigating interactive perceived logo movement imagery (dynamic vs static) and direction (toward left right) under different positioning conditions (traditional modern). Findings study finds that, for modern positioning, toward right (vs left) generate higher purchase intention, which is consistent with prior literature. does not hold logos. For traditional opposite pattern observed. Specifically, receive more favorable evaluations than those logos; whereas logos, effect disappears. Brand engagement mediates interaction between attitude. Originality/value Despite most previous focused or only a few have investigated how influence attitude, particularly regarding contexts boundary conditions. advances literature by examining jointly affect consumers’ perceptions while also highlighting moderating role underlying mechanism engagement.

Language: Английский

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