The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference

Rui-qin, LI; Wang, Yan; Zhang, H. X.

doi:10.1016/j.jretconser.2023.103516

Cited by 5 publications

(4 citation statements)

References 67 publications

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“…Scholars have conducted research on the visual identity elements mentioned above. Twenty-two studies on the characteristics of single visual recognition elements, including studies on logo shape (angle, circle) [61,69], complexity [79], naturalness [28], combination [65], and redesign [23] There are a maximum of 15 items. This is followed by research on brand colour perception [62], and association [25].…”

Section: General Details and Study Designmentioning

confidence: 99%

“…Intermediate variables are more related to consumer perception, such as perceived deliciousness and health of food [26], brand status [61], sense of authenticity [28], perceived conspicuousness [64], perceived sustainability, perceived credibility [66], competition and warmth [67], brand gender [63], [69,70,77], interestingness and clarity [83], etc., which also involve consumers' processing fluency of visual recognition [13,65], etc. The dependent variable is mainly about consumers' attitudes towards the brand [41,62,63,65,68,77,85], favourable [61], brand loyalty [32], attractiveness [84], likability [66], and other emotional reactions [80], as well as consumer preferences [19,67] or purchase intention [42], and behaviour [75].…”

Section: General Details and Study Designmentioning

confidence: 99%

“…Consumers prefer simple, symmetrical, uniform, and wellproportioned designs [102]. Consistency among brand elements can have an impact on brand effectiveness [61]. Consumers are more likely to choose brands that align with their self-concept and have symbolic meanings consistent with their identity [103].…”

Section: Brand Visual Identity Element Preferencementioning

confidence: 99%

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Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

YU,

ABIDIN,

SHAARI

2024

Preprint

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Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in April 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

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Section: General Details and Study Designmentioning

confidence: 99%

Section: General Details and Study Designmentioning

confidence: 99%

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Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

YU,

ABIDIN,

SHAARI

2024

Preprint

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“…In the context of city branding, the selection of slogans and logos has a crucial role, especially in paying attention to the target audience internationally. A logo is a visual brand identity that plays an important role in the success of a brand (Li et al, 2023). In an era of globalization, where competition between cities is global, it is important for a city to expand its marketing scope and appeal not only locally or nationally, but also internationally.…”

Section: City Branding: Strengths Weaknesses and Strengthening Strate...mentioning

confidence: 99%

The Role of Boundary Spanner in Maintaining the Sustainability of Padang City Branding

Adona,

Nita,

Yusnani

2023

Econ. Bus. Account. Soc. Rev

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The lack focus on brand positioning and brand identity in Indonesia, especially in creative industries based on local uniqueness, reflects a lack of development and competitiveness. This research critically evaluates the sustainable development of Padang City city branding with a focus on the role of leaders as boundary spanners in maintaining the sustainability of city branding and building brand awareness. Although required to create uniqueness, Padang City Branding is still influenced by the previous city branding development discourse, causing a lack of specifications and similarities with other cities in West Sumatra. Although the majority of the population is Muslim, the concept of halal tourism has not been created well. This study aims to understand the role of leaders in each institution as boundary spanners in maintaining the sustainability of city branding. As boundary spanners, leaders in each institution are considered central in maintaining the existence of city branding and building efficient policy networks. Observation-participating research methods using the Internet assist researchers in interacting with boundary spanners and understanding culture from the perspectives of its members. This research yields in-depth insights into the leader's key role as a boundary spanner in the context of Padang City city branding.

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The Analysis of Visual Appearance of Coffee Product Packaging on the Purchase Decisions and Brand Image Competition

Basmantra,

Putra

2024

Lecture Notes in Networks and Systems

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The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference

Cited by 5 publications

References 67 publications

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

The Role of Boundary Spanner in Maintaining the Sustainability of Padang City Branding

The Analysis of Visual Appearance of Coffee Product Packaging on the Purchase Decisions and Brand Image Competition

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