Details
| Original language | English |
|---|---|
| Pages (from-to) | 1-9 |
| Number of pages | 9 |
| Journal | Journal of business research |
| Volume | 97 |
| Early online date | 20 Dec 2018 |
| Publication status | Published - Apr 2019 |
Abstract
This paper addresses the relationship between brand logo symmetry and product design inferences. By relying on the theoretical concepts of consumer self-congruity and spillover effects, we propose that brand logo associations should be in congruence with the consumer's self-concept to have a positive effect on logo liking and, consequently, on product design inferences. Consumers tend to associate asymmetry, not symmetry, with excitement and compare their own self-concept with these perceived associations. Due to self-congruity effects, consumers have higher preferences for a brand logo if the brand logo's associations match their own self-concept. Based on their logo liking, consumers are able to make attitude-based product design inferences. The impact on product design inferences varies with regard to the dimensions of product design. More specifically, the findings demonstrate that inferred product aesthetics and symbolism are, in fact, more strongly affected in comparison to inferred product functionality.
Keywords
- Brand logo, Consumer inferences, Product design, Self-congruity, Spillover effects, Symmetry
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
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In: Journal of business research, Vol. 97, 04.2019, p. 1-9.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Brand logo symmetry and product design
T2 - The spillover effects on consumer inferences
AU - Bettels, Jannick
AU - Wiedmann, Klaus-Peter
N1 - Publisher Copyright: © 2018 Elsevier Inc. Copyright: Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2019/4
Y1 - 2019/4
N2 - This paper addresses the relationship between brand logo symmetry and product design inferences. By relying on the theoretical concepts of consumer self-congruity and spillover effects, we propose that brand logo associations should be in congruence with the consumer's self-concept to have a positive effect on logo liking and, consequently, on product design inferences. Consumers tend to associate asymmetry, not symmetry, with excitement and compare their own self-concept with these perceived associations. Due to self-congruity effects, consumers have higher preferences for a brand logo if the brand logo's associations match their own self-concept. Based on their logo liking, consumers are able to make attitude-based product design inferences. The impact on product design inferences varies with regard to the dimensions of product design. More specifically, the findings demonstrate that inferred product aesthetics and symbolism are, in fact, more strongly affected in comparison to inferred product functionality.
AB - This paper addresses the relationship between brand logo symmetry and product design inferences. By relying on the theoretical concepts of consumer self-congruity and spillover effects, we propose that brand logo associations should be in congruence with the consumer's self-concept to have a positive effect on logo liking and, consequently, on product design inferences. Consumers tend to associate asymmetry, not symmetry, with excitement and compare their own self-concept with these perceived associations. Due to self-congruity effects, consumers have higher preferences for a brand logo if the brand logo's associations match their own self-concept. Based on their logo liking, consumers are able to make attitude-based product design inferences. The impact on product design inferences varies with regard to the dimensions of product design. More specifically, the findings demonstrate that inferred product aesthetics and symbolism are, in fact, more strongly affected in comparison to inferred product functionality.
KW - Brand logo
KW - Consumer inferences
KW - Product design
KW - Self-congruity
KW - Spillover effects
KW - Symmetry
UR - http://www.scopus.com/inward/record.url?scp=85058413120&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2018.12.039
DO - 10.1016/j.jbusres.2018.12.039
M3 - Article
AN - SCOPUS:85058413120
VL - 97
SP - 1
EP - 9
JO - Journal of business research
JF - Journal of business research
SN - 0148-2963
ER -