Effects of brand visual identity on consumer attitude ：A systematic literature review
Vol 9, Issue 9, 2024, Article identifier:
VIEWS - 82 (Abstract) 16 (PDF)
Abstract
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 May 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.
Keywords
Full Text:
PDFReferences
1. Melewar, T. C.; Saunders, J. Global Corporate Visual Identity Systems: Using an Extended Marketing Mix. European Journal of Marketing 2000, 34 (5/6), 538–550. https://doi.org/10.1108/03090560010321910.
2. Foroudi, P.; Melewar, T. C.; Gupta, S. Linking Corporate Logo, Corporate Image, and Reputation: An Examination of Consumer Perceptions in the Financial Setting. Journal of Business Research 2014, 67 (11), 2269–2281. https://doi.org/10.1016/j.jbusres.2014.06.015.
3. Andrade, B.; Morais, R.; de Lima, E. S. The Personality of Visual Elements: A Framework for the Development of Visual Identity Based on Brand Personality Dimensions. International Journal of Visual Design 2024, 18 (1), 67–98. https://doi.org/10.18848/2325-1581/CGP/v18i01/67-98.
4. van den Bosch, A. L. M.; Elving, W. J. L.; de Jong, M. D. T. The Impact of Organisational Characteristics on Corporate Visual Identity. Eur. J. Market. 2006, 40 (7–8), 870–885. https://doi.org/10.1108/03090560610670034.
5. Melewar, T. C.; Saunders, J.; Balmer, J. M. T. Cause, Effect and Benefits of a Standardised Corporate Visual Identity System of UK Companies Operating in Malaysia. Eur. J. Market. 2001, 35 (3/4), 414–427. https://doi.org/10.1108/03090560110694772.
6. Melewar, T. C.; Saunders, J. Global Corporate Visual Identity Systems: Standardization, Control and Benefits. International Marketing Review 1998, 15 (4), 291–308. https://doi.org/10.1108/02651339810227560.
7. Phillips, B. J.; McQuarrie, E. F.; Griffin, W. G. How Visual Brand Identity Shapes Consumer Response. Psychology & Marketing 2014, 31 (3), 225–236. https://doi.org/10.1002/mar.20689.
8. Erjansola, A.-M.; Lipponen, J.; Vehkalahti, K.; Aula, H.-M.; Pirttilä-Backman, A.-M. From the Brand Logo to Brand Associations and the Corporate Identity: Visual and Identity-Based Logo Associations in a University Merger. J Brand Manag 2021, 28 (3), 241–253. https://doi.org/10.1057/s41262-020-00223-5.
9. Van Den Bosch, A. L. M.; De Jong, M. D. T.; Elving, W. J. L. How Corporate Visual Identity Supports Reputation. Corporate Communications: An International Journal 2005, 10 (2), 108–116. https://doi.org/10.1108/13563280510596925.
10. Baker, M. J.; Balmer, J. M. T. Visual Identity: Trappings or Substance? European Journal of Marketing 1997, 31 (5/6), 366–382. https://doi.org/10.1108/eb060637.
11. Wang, Y.; Jiang, J.; Gong, X.; Wang, J. Simple = Authentic: The Effect of Visually Simple Package Design on Perceived Brand Authenticity and Brand Choice. J. Bus. Res. 2023, 166. https://doi.org/10.1016/j.jbusres.2023.114078.
12. Butcher, J.; Pecot, F. Visually Communicating Brand Heritage on Social Media: Champagne on Instagram. Journal of Product &Amp; Brand Management 2021, 31 (4). https://doi.org/10.1108/jpbm-01-2021-3334.
13. Li, F.; Ma, J. The Effectiveness of the Destination Logo: Congruity Effect between Logo Typeface and Destination Stereotypes. Tourism Manage. 2023, 98, 104772. https://doi.org/10.1016/j.tourman.2023.104772.
14. Kirby, A.; Kent, A. Architecture as Brand: Store Design and Brand Identity. Journal of Product &Amp; Brand Management 2010, 19 (6). https://doi.org/10.1108/10610421011085749.
15. Demil, B.; Lecocq, X. Business Model Evolution: In Search of Dynamic Consistency. Long Range Planning 2010, 43 (2), 227–246. https://doi.org/10.1016/j.lrp.2010.02.004.
16. Melewar, T. C. Measuring Visual Identity: Amulti‐construct Study. Corporate Communications: An International Journal 2001, 6 (1), 36–42. https://doi.org/10.1108/13563280110381206.
17. Du, Q.; Chen, S.; Chen, L. Effect of clothing brand image on consumer purchase and communication willingness on WeChat platform. Fangzhi Xuebao/J. Text. Res. 2020, 41 (4), 149–154. https://doi.org/10.13475/j.fzxb.20190303206.
18. Melewar, T. C.; Hussey, G.; Srivoravilai, N. Corporate Visual Identity: The Re-Branding of France Télécom. J Brand Manag 2005, 12 (5), 379–394. https://doi.org/10.1057/palgrave.bm.2540233.
19. Foroudi, P. Influence of Brand Signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry’s Brand Performance. International Journal of Hospitality Management 2019, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016.
20. Jun, Y.; Lee, H. A Sound Brand Identity Design: The Interplay between Sound Symbolism and Typography on Brand Attitude and Memory. Journal of Retailing and Consumer Services 2022, 64, 102724. https://doi.org/10.1016/j.jretconser.2021.102724.
21. Buschgens （, M.; Figueiredo （, B.; Blijlevens （, J. Designing for Identity: How and When Brand Visual Aesthetics Enable Consumer Diasporic Identity. European Journal of Marketing 2024, ahead-of-print (ahead-of-print). https://doi.org/10.1108/EJM-08-2022-0576.
22. Meyvis, T. Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment. Journal of Consumer Research 2001, 28 (1), 18–32. https://doi.org/10.1086/321945.
23. Harmon-Kizer, T. The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns. Journal of Promotion Management 2019, 25 (7), 959–982. https://doi.org/10.1080/10496491.2019.1612492.
24. Lee, A. Y.; Labroo, A. A. The Effect of Conceptual and Perceptual Fluency on Brand Evaluation. Journal of Marketing Research 2004. https://doi.org/10.1509/jmkr.41.2.151.28665.
25. Jin, C.; Yoon, M.; Lee, J. The Influence of Brand Color Identity on Brand Association and Loyalty. JPBM 2019, 28 (1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587.
26. Song, H.; Yang, H. Ethnic Restaurants’ Outdoor Signage: The Effect of Colour and Name on Consumers’ Food Perceptions and Dining Intentions. Br. Food J. 2023, 125 (1), 186–204. https://doi.org/10.1108/BFJ-08-2021-0888.
27. Alkibay, S.; Ozdogan, F. B.; Ermec, A. Corporate Visual Identity: A Case in Hospitals. Health Mark Q 2007, 24 (3–4), 131–149. https://doi.org/10.1080/07359680802125204.
28. Chen, T.; Wu, Z.; Hu, L.; Jia, Q. The Visual Naturalness Effect: Impact of Natural Logos on Brand Personality Perception. International Journal of Consumer Studies 2023, 47 (4), 1351–1363. https://doi.org/10.1111/ijcs.12912.
29. Nwankwo-Ojionu, C. E.; Adzharuddin, N. A.; Waheed, M.; Khir, A. M. Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention. Online J. Commun. Media Technol. 2022, 12 (1), e202204. https://doi.org/10.30935/ojcmt/11432.
30. Childers, T. L.; Jass, J. All Dressed Up with Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory. Journal of Consumer Psychology 2002, 12 (2), 93–106. https://doi.org/10.1207/S15327663JCP1202_03.
31. Kaur, H.; Kaur, K. R. Investigating the Effects of Consistent Visual Identity on Social Media. J. Indian Bus. Res. 2021, 13 (2), 236–252. https://doi.org/10.1108/JIBR-06-2020-0174.
32. Muellner, B.; Kocher, B.; Crettaz, A. The Effects of Visual Rejuvenation through Brand Logos. J. Bus. Res. 2013, 66 (1), 82–88. https://doi.org/10.1016/j.jbusres.2011.07.026.
33. Adams, F. M.; Osgood, C. E. A Cross-Cultural Study of the Affective Meanings of Color. Journal of Cross-Cultural Psychology 1973, 4 (2), 135–156. https://doi.org/10.1177/002202217300400201.
34. Wänke, M., Herrmann, A., & Schaffner, D. Brand name influence on brand perception. Psychology and Marketing, 2006,24(1), 1–24. https://doi.org/10.1002/mar.20150.
35. Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C., & Pantano, E. (2020). Co-creating brand image and reputation through stakeholder’s social network. Journal of Business Research, 2020,114, 42-59. https://doi.org/10.1016/j.jbusres.2020.03.035.
36. Bhat, S.; Kelley, G. E.; O’Donnell, K. A. An Investigation of Consumer Reactions to the Use of Different Brand Names. Journal of Product & Brand Management 1998, 7 (1), 41–50. https://doi.org/10.1108/10610429810209728.
37. de Villiers, R. Consumer Brand Enmeshment: Typography and Complexity Modeling of Consumer Brand Engagement and Brand Loyalty Enactments. Journal of Business Research 2015, 68 (9), 1953–1963. https://doi.org/10.1016/j.jbusres.2015.01.005.
38. Rowe, C. L. The Connotative Dimensions of Selected Display Typefaces. Information Design Journal 1982, 3 (1), 30–37. https://doi.org/10.1075/idj.3.1.03row.
39. Mengyao Yu; Yue Ma; Changhua He; Jun Zheng. Research on Tourist Satisfaction with Lijiang’s Ancient City Image Based on the IPA Analysis Method. In Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022); Atlantis Press, 2022; pp 1201–1209. https://doi.org/10.2991/978-94-6463-098-5_135.
40. Pizzi, G.; Scarpi, D. The Effect of Shelf Layout on Satisfaction and Perceived Assortment Size: An Empirical Assessment. Journal of Retailing and Consumer Services 2016, 28, 67–77. https://doi.org/10.1016/j.jretconser.2015.08.012.
41. Williams, A. S.; Son, S.; Walsh, P.; Park, J. The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation. Sport Marketing Quarterly 2021, 30 (1), 69–81. https://doi.org/10.32731/SMQ.301.032021.06.
42. Rafiq, M. R.; Rai, I. H.; Hussain, S. The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude. International Review of Management and Marketing 2020, 10 (5), 117–126. https://EconPapers.repec.org/RePEc:eco:journ3:2020-05-14.
43. Chung, A.; Kinsey, D. F. An Examination of Consumers’ Subjective Views That Affect the Favorability of Organizational Logos: An Exploratory Study Using Q Methodology. Corp. Reput. Rev. 2019, 22 (3), 89–100. https://doi.org/10.1057/s41299-019-00062-4.
44. Cho, J. D. A Study of Multi-Sensory Experience and Color Recognition in Visual Arts Appreciation of People with Visual Impairment. Electronics 2021, 10 (4), 470. https://doi.org/10.3390/electronics10040470.
45. Yan, T.; Wu, J.; Meng, H. The Effect of Digital Fashion Visual Symbol Perception on Consumer Repurchase Intention: A Moderated Chain Mediation Model. J. Fash. Mark. Manage. 2023. https://doi.org/10.1108/JFMM-08-2023-0202.
46. Caballero-Calvo, A.; Serrano-Montes, J. L. Influence of Logos on Social Attitudes toward the Landscape of Protected Areas: The Case of National and Natural Parks in Spain. Land 2020, 9 (4). https://doi.org/10.3390/land9040106.
47. Bonnardel, V.; Séraphin, H.; Gowreesunkar, V.; Ambaye, M. Empirical Evaluation of the New Haiti DMO Logo: Visual Aesthetics, Identity and Communication Implications. Journal of Destination Marketing & Management 2020, 15, 100393. https://doi.org/10.1016/j.jdmm.2019.100393.
48. Brewer, J. B.; Zhao, Z.; Desmond, J. E.; Glover, G. H.; Gabrieli, J. D. E. Making Memories: Brain Activity That Predicts How Well Visual Experience Will Be Remembered. Science 1998, 281 (5380), 1185–1187. https://doi.org/10.1126/science.281.5380.1185.
49. Jiang, Y. Research on the Best Visual Search Effect of Logo Elements in Internet Advertising Layout. Journal of Contemporary Marketing Science 2019, 2 (1), 23–33. https://doi.org/10.1108/JCMARS-01-2019-0009.
50. Gregersen, M. K.; Johansen, T. S. Organizational-Level Visual Identity: An Integrative Literature Review. Corporate Communications: An International Journal 2021, 27 (3), 441–456. https://doi.org/10.1108/CCIJ-06-2021-0068.
51. Page, M. J.; McKenzie, J. E.; Bossuyt, P. M.; Boutron, I.; Hoffmann, T. C.; Mulrow, C. D.; Shamseer, L.; Tetzlaff, J. M.; Akl, E. A.; Brennan, S. E.; Chou, R.; Glanville, J.; Grimshaw, J. M.; Hróbjartsson, A.; Lalu, M. M.; Li, T.; Loder, E. W.; Mayo-Wilson, E.; McDonald, S.; McGuinness, L. A.; Stewart, L. A.; Thomas, J.; Tricco, A. C.; Welch, V. A.; Whiting, P.; Moher, D. The PRISMA 2020 Statement: An Updated Guideline for Reporting Systematic Reviews. BMJ 2021, 372, n71. https://doi.org/10.1016/j.jval.2020.04.1154.
52. Deng, N.; Soh, K. G.; Abdullah, B.; Huang, D. Effects of Plyometric Training on Measures of Physical Fitness in Racket Sport Athletes: A Systematic Review and Meta-Analysis. PeerJ 2023. https://doi.org/10.7717/peerj.16638.
53. Deng, N.; Soh, K. G.; Abdullah, B. B.; Huang, D. Does Motor Imagery Training Improve Service Performance in Tennis Players? A Systematic Review and Meta-Analysis. Behavioral Sciences 2024, 14 (3), 207. https://doi.org/10.3390/bs14030207.
54. Hao, A. W.; Paul, J.; Trott, S.; Guo, C.; Wu, H. H. Two Decades of Research on Nation Branding: A Review and Future Research Agenda. International Marketing Review 2019, 38 (1), 46–69. https://doi.org/10.1108/IMR-01-2019-0028.
55. Górska-Warsewicz, H. Factors Determining City Brand Equity—A Systematic Literature Review. Sustainability 2020, 12 (19), 7858. https://doi.org/10.3390/su12197858.
56. Lockwood, C.; Munn, Z.; Porritt, K. Qualitative Research Synthesis: Methodological Guidance for Systematic Reviewers Utilizing Meta-Aggregation. JBI Evidence Implementation 2015, 13 (3), 179. https://doi.org/10.1097/XEB.0000000000000062.
57. Munn, Z.; Aromataris, E.; Tufanaru, C.; Stern, C.; Porritt, K.; Farrow, J.; Lockwood, C.; Stephenson, M.; Moola, S.; Lizarondo, L.; McArthur, A.; Peters, M.; Pearson, A.; Jordan, Z. The Development of Software to Support Multiple Systematic Review Types: The Joanna Briggs Institute System for the Unified Management, Assessment and Review of Information (JBI SUMARI). JBI Evidence Implementation 2019, 17 (1), 36. https://doi.org/10.1097/XEB.0000000000000152.
58. Górska-Warsewicz, H.; Kulykovets, O. Hotel Brand Loyalty—A Systematic Literature Review. Sustainability 2020, 12 (12), 4810. https://doi.org/10.3390/su12124810.
59. Majer, J. M.; Henscher, H. A.; Reuber, P.; Fischer-Kreer, D.; Fischer, D. The Effects of Visual Sustainability Labels on Consumer Perception and Behavior: A Systematic Review of the Empirical Literature. Sustainable Production and Consumption 2022, 33, 1–14. https://doi.org/10.1016/j.spc.2022.06.012.
60. Song, H.; Yang, H. Ethnic Restaurants’ Outdoor Signage: The Effect of Colour and Name on Consumers’ Food Perceptions and Dining Intentions. Br. Food J. 2023, 125 (1), 186–204. https://doi.org/10.1108/BFJ-08-2021-0888.
61. Li, R.; Wang, Y.; Zhang, H. The Shape of Premiumness: Logo Shape’s Effects on Perceived Brand Premiumness and Brand Preference. J. Retail. Consum. Serv. 2023, 75, 103516. https://doi.org/10.1016/j.jretconser.2023.103516.
62. Son, S. W. (Sean); Williams, A. Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude toward Sponsor. Sport Marketing Quarterly 2023, 32 (1), 18–32. https://doi.org/10.32731/SMQ.321.032023.02.
63. Chen, Y.; Jiang, X.; Wang, H. Alignment of Images and Text in Tourism Logos: Influence on Attitude toward Tourist Destinations. Social Behavior and Personality 2022, 50 (10), 1–19.
64. Yu, Y.; Zhou, X.; Wang, L.; Wang, Q. Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness. Journal of Retailing 2022, 98 (2), 335–355. https://doi.org/10.1016/j.jretai.2021.03.002.
65. Roy, S.; Attri, R. Physimorphic vs. Typographic Logos in Destination Marketing: Integrating Destination Familiarity and Consumer Characteristics. Tourism Management 2022, 92, 104544. https://doi.org/10.1016/j.tourman.2022.104544.
66. Vinitha, V. U.; Kumar, D. S.; Purani, K. Biomorphic Visual Identity of a Brand and Its Effects: A Holistic Perspective. J. Brand Manag. 2021, 28 (3), 272–290. https://doi.org/10.1057/s41262-020-00222-6.
67. Yao, F.; Jin, X.; Wu, B.; Zhao, T.; Ma, T. Shape-Trait Consistency: The Matching Effect of Consumer Power State and Shape Preference. Front. Psychol. 2021, 12, 615647. https://doi.org/10.3389/fpsyg.2021.615647.
68. Septianto, F.; Paramita, W. Cute Brand Logo Enhances Favorable Brand Attitude: The Moderating Role of Hope. Journal of Retailing and Consumer Services 2021, 63, 102734. https://doi.org/10.1016/j.jretconser.2021.102734.
69. Meiting, L.; Hua, W. Angular or Rounded? The Effect of the Shape of Green Brand Logos on Consumer Perception. Journal of Cleaner Production 2021, 279, 123801. https://doi.org/10.1016/j.jclepro.2020.123801.
70. Joana, C. M.; Fonseca, B.; Martins, C. Brand Logo and Brand Gender: Examining the Effects of Natural Logo Designs and Color on Brand Gender Perceptions and Affect. Journal of Brand Management 2021, 28 (2), 152–170. https://doi.org/10.1057/s41262-020-00216-4.
71. Koentjoro, M. S. The Effects of The New Logo on People’s Brand Awareness and Perception of Quality of Indonesia’s Ministry of State-Owned Enterprises. Journal of Marketing Development and Competitiveness 2021, 15 (1), 29–44.
72. Ward, E.; Yang, S.; Romaniuk, J.; Beal, V. Building a Unique Brand Identity: Measuring the Relative Ownership Potential of Brand Identity Element Types. J Brand Manag 2020, 27 (4), 393–407. https://doi.org/10.1057/s41262-020-00187-6.
73. Liu, S. Q.; Choi, S.; Mattila, A. S. Love Is in the Menu: Leveraging Healthy Restaurant Brands with Handwritten Typeface. Journal of Business Research 2019, 98, 289–298. https://doi.org/10.1016/j.jbusres.2019.02.022.
74. Foroudi, P. Influence of Brand Signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry’s Brand Performance. Int. J. Hosp. Manag. 2019, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016.
75. Rihn, A.; Wei, X.; Khachatryan, H. Text vs. Logo: Does Eco-Label Format Influence Consumers’ Visual Attention and Willingness-to-Pay for Fruit Plants? An Experimental Auction Approach. Journal of Behavioral and Experimental Economics 2019, 82, 101452. https://doi.org/10.1016/j.socec.2019.101452.
76. Kaur, H.; Kaur, K. Connecting the Dots between Brand Logo and Brand Image. Asia-Pac. J. Bus. Adm. 2019, 11 (1), 68–87. https://doi.org/10.1108/APJBA-06-2018-0101.
77. Wen, N.; Lurie, N. H. The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names. J. Retail. 2018, 94 (4), 393–407. https://doi.org/10.1016/j.jretai.2018.10.002.
78. Bresciani, S.; Del Ponte, P. New Brand Logo Design: Customers’ Preference for Brand Name and Icon. J Brand Manag 2017, 24 (5), 375–390. https://doi.org/10.1057/s41262-017-0046-4.
79. van Grinsven, B.; Das, E. Logo Design in Marketing Communications: Brand Logo Complexity Moderates Exposure Effects on Brand Recognition and Brand Attitude. Journal of Marketing Communications 2016, 22 (3). https://doi.org/10.1080/13527266.2013.866593.
80. Machado, J. C.; de Carvalho, L. V.; Torres, A.; Costa, P. Brand Logo Design: Examining Consumer Response to Naturalness. J. Prod. Brand Manag. 2015, 24 (1), 78–87. https://doi.org/10.1108/JPBM-05-2014-0609.
81. Cavanagh, K. V.; Forestell, C. A. The Effect of Brand Names on Flavor Perception and Consumption in Restrained and Unrestrained Eaters. Food Quality and Preference 2013, 28 (2), 505–509. https://doi.org/10.1016/j.foodqual.2012.12.004.
82. Lee, S.; Rodriguez, L.; Sar, S. The Influence of Logo Design on Country Image and Willingness to Visit: A Study of Country Logos for Tourism. Public Relat. Rev. 2012, 38 (4), 584–591. https://doi.org/10.1016/j.pubrev.2012.06.006.
83. Hagtvedt, H. The Impact of Incomplete Typeface Logos on Perceptions of the Firm. Journal of Marketing 2011, 75 (4), 86–93. https://doi.org/10.1509/jmkg.75.4.86.
84. Bresciani, S.; Del Ponte, P. New Brand Logo Design: Customers’ Preference for Brand Name and Icon. J. Brand Manag. 2017, 24 (5), 375–390. https://doi.org/10.1057/s41262-017-0046-4.
85. Jin, Z.; Plocher, T.; Kiff, L. Touch Screen User Interfaces for Older Adults: Button Size and Spacing; Stephanidis, C., Ed.; Springer, Berlin (2007; Vol. 4554. https://doi.org/10.1007/978-3-54073279-2_104.
86. Walsh, M. F.; Page Winterich, K.; Mittal, V. Do Logo Redesigns Help or Hurt Your Brand? The Role of Brand Commitment. Journal of Product & Brand Management 2010, 19 (2), 76–84. https://doi.org/10.1108/10610421011033421.
87. Varieties of Memory and Consciousness: Essays in Honour of Endel Tulving; Roediger, H. L., Craik, I., Fergus, Eds.; Psychology Press: New York, 2013. https://doi.org/10.4324/9781315801841.
88. Xu, L.; Yu, F.; Ding, X. Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. Sustainability 2020, 12 (5), 1791. https://doi.org/10.3390/su12051791.
89. Sundar, A.; Noseworthy, T. J. Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design. Journal of Marketing 2014, 78 (5), 138–151. https://doi.org/10.1509/jm.13.0253.
90. Jenkins, O. Photography and Travel Brochures: The Circle of Representation. Tourism Geographies 2003, 5 (3), 305–328. https://doi.org/10.1080/14616680309715.
91. Gao, Y. (Lisa); Wu, L.; Shin, J.; Mattila, A. S. Visual Design, Message Content, and Benefit Type: The Case of A Cause-Related Marketing Campaign. Journal of Hospitality & Tourism Research 2020, 44 (5), 761–779. https://doi.org/10.1177/1096348020911444.
92. Tzeng, O. C. S.; Trung, N. T.; Rieber, R. W. Cross-Cultural Comparisons on Psychosemantics of Icons and Graphics. International Journal of Psychology 1990, 25 (1), 77–97. https://doi.org/10.1080/00207599008246815.
93. Labrecque, L. I.; Patrick, V. M.; Milne, G. R. The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions. Psychology & Marketing 2013, 30 (2), 187–202. https://doi.org/10.1002/mar.20597.
94. Luffarelli, J.; Mukesh, M.; Mahmood, A. Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity. Journal of Marketing Research 2019, 56 (5). https://doi.org/10.1177/0022243719845000.
95. Madden, T. J.; Hewett, K.; Roth, M. S. Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences. Journal of International Marketing 2000, 8 (4), 90–107. https://doi.org/10.1509/jimk.8.4.90.19795.
96. Song, J.; Xu, F.; Jiang, Y. The Colorful Company: Effects of Brand Logo Colorfulness on Consumer Judgments. Psychol. Mark. 2022, 39 (8), 1610–1620. https://doi.org/10.1002/mar.21674.
97. Ebrahim, R.; Ghoneim, A.; Irani, Z.; Fan, Y. A Brand Preference and Repurchase Intention Model: The Role of Consumer Experience. Journal of Marketing Management 2016, 32 (13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322.
98. Xiao, C.; Zhu, H.; Wang, X.; Wu, L. Vividly Warm: The Color Saturation of Logos on Brands’ Customer Sensitivity Judgment. Color Research &Amp; Application 2021, 46 (6). https://doi.org/10.1002/col.22682.
99. Jeon, E.; Han, Y.; Nam, M. How You See Yourself Influences Your Color Preference: Effects of Self‐construal on Evaluations of Color Combinations. Psychology &Amp; Marketing 2020, 37 (7). https://doi.org/10.1002/mar.21348.
100. Clarke, A. Reflecting on Nation Image and Perceptions of Nation Brand: Scottish-Themed Pubs, Bars and Restaurants Outside of Scotland. Journal of Consumer Culture 2024, 24 (1), 175–192. https://doi.org/10.1177/14695405231207601.
101. Gregersen, M. K.; Johansen, T. S. Corporate Visual Identity: Exploring the Dogma of Consistency. CCIJ 2018, 23 (3), 342–356. https://doi.org/10.1108/CCIJ-10-2017-0088.
102. Henderson, P. W.; Cote, J. A.; Leong, S. M.; Schmitt, B. Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength. International Journal of Research in Marketing 2003, 20 (4), 297–313. https://doi.org/10.1016/j.ijresmar.2003.03.001.
103. Govers, P.; Schoormans, J. Product Personality and Its Influence on Consumer Preference. Journal of Consumer Marketing 2005, 22 (4). https://doi.org/10.1108/07363760510605308.
104. Wu, F.; Sun, Q.; Grewal, R.; Li, S. Brand Name Types and Consumer Demand: Evidence from China’s Automobile Market. Journal of Marketing Research 2018, 56 (1). https://doi.org/10.1177/0022243718820571.
105. Diamantopoulos, A.; Balabanis, G. Brand Origin Identification by Consumers: A Classification Perspective. Journal of International Marketing 2008, 16 (1). https://doi.org/10.1509/jimk.16.1.39.
106. Salciuviene, L.; Ghauri, P. N.; Streder, R. S.; Mattos, C. D. Do Brand Names in a Foreign Language Lead to Different Brand Perceptions? Journal of Marketing Management 2010, 26 (11–12). https://doi.org/10.1080/0267257x.2010.508976.
107. Jiao, L. Analysis of the Value of Brand Equity from the Perspective of Consumer Psychology. Open Journal of Social Sciences 2018, 06 (12). https://doi.org/10.4236/jss.2018.612007.
108. Fajardo, T. M.; Zhang, J.; Tsiros, M. The Contingent Nature of the Symbolic Associations of Visual Design Elements: The Case of Brand Logo Frames. J. Consum. Res. 2016, 43 (4), 549–566. https://doi.org/10.1093/jcr/ucw048.
109. Chu Lo, C. K. Y.; Burton, S.; Lam, R.; Nesbit, P. Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment. Australasian Marketing Journal 2021, 29 (4), 329–340. https://doi.org/10.1177/1839334921999506.
110. Cha, W.-S.; Oh, J.-H.; Park, H.-J.; Ahn, S.-W.; Hong, S.-Y.; Kim, N.-I. Historical Difference between Traditional Korean Medicine and Traditional Chinese Medicine. Neurological Research 2007, 29 (sup1), 5–9. https://doi.org/10.1179/016164107X172293.
111. Fransen, M. L.; Fennis, B. M.; Pruyn, A. T. H. Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice. Communication Research 2010, 37 (4). https://doi.org/10.1177/0093650210368251.
112. Liu, Z.; Huang, S.; Hallak, R.; Mao, L. Chinese Consumers’ Brand Personality Perceptions of Tourism Real Estate Firms. Tourism Management 2016, 52. https://doi.org/10.1016/j.tourman.2015.06.022.
113. Guthrie, M. F.; Kim, H.-S.; Jung, J. The Effects of Facial Image and Cosmetic Usage on Perceptions of Brand Personality. Journal of Fashion Marketing and Management: An International Journal 2008, 12 (2). https://doi.org/10.1108/13612020810874863.
114. Fang L.; Li J.; Mizerski D.; Soh H. Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing 2012, 46 (7/8). https://doi.org/10.1108/03090561211230098.
115. Sharma, N. Luxury Implications of Showcasing a Product with Its “Cast” Shadow. Journal of Consumer Marketing 2016, 33 (7). https://doi.org/10.1108/jcm-06-2016-1847.
116. Lieven, T.; Grohmann, B.; Herrmann, A.; Landwehr, J. R.; van Tilburg, M. The Effect of Brand Design on Brand Gender Perceptions and Brand Preference. European Journal of Marketing 2015, 49 (1/2), 146–169. https://doi.org/10.1108/EJM-08-2012-0456.
117. Ferrão, C. M. The Psychology of Colors in Branding. Latin American Journal of Development 2022, 4 (5). https://doi.org/10.46814/lajdv4n5-013.
118. Song, M.; Xu, J.; Chen, Y. Food Interactive Packaging Design Method Based on User Emotional Experience. Scientific Programming 2022, 2022. https://doi.org/10.1155/2022/7395678.
119. Suham-Abid, D.; Vilà, N. Airline Service Quality and Visual Communication. The TQM Journal 2019, 32 (1). https://doi.org/10.1108/tqm-04-2019-0105.
120. Foroudi, P.; Melewar, T. C.; Gupta, S. Corporate Logo: History, Definition, and Components. International Studies of Management & Organization 2017, 47 (2), 176–196. https://doi.org/10.1080/00208825.2017.1256166.
121. Schnurr, B.; Stokburger-Sauer, N. The Effect of Stylistic Product Information on Consumers’ Aesthetic Responses. Psychology &Amp; Marketing 2016, 33 (3). https://doi.org/10.1002/mar.20863.
122. Bloch, P.; Brunel, F. F.; Arnold, T. J. Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement. Journal of Consumer Research 2003, 29 (4). https://doi.org/10.1086/346250.
123. Park, J.; Gunn, F. The Impact of Image Dimensions toward Online Consumers’ Perceptions of Product Aesthetics. Human Factors and Ergonomics in Manufacturing &Amp; Service Industries 2016, 26 (5). https://doi.org/10.1002/hfm.20679.
124. Sevener, Z. A Semantic Differential Study of the Influence of Aesthetic Properties on Product Pleasure. Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces 2003. https://doi.org/10.1145/782896.782938.
125. Roosens, B.; Dens, N.; Lievens, A. Effects of Partners’ Communications on Consumer Perceptions of Joint Innovation Efforts. International Journal of Innovation Management 2019, 23 (08). https://doi.org/10.1142/s1363919619400085.
126. Foroudi, P.; Melewar, T. C.; Gupta, S. Linking Corporate Logo, Corporate Image, and Reputation: An Examination of Consumer Perceptions in the Financial Setting. Journal of Business Research 2014, 67 (11), 2269–2281. https://doi.org/10.1016/j.jbusres.2014.06.015.
127. Walsh, M. F.; Winterich, K. P.; Mittal, V. How Re‐designing Angular Logos to Be Rounded Shapes Brand Attitude: Consumer Brand Commitment and Self‐construal. Journal of Consumer Marketing 2011, 28 (6). https://doi.org/10.1108/07363761111165958.
128. Luffarelli, J.; Stamatogiannakis, A.; Yang, H. The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity. Journal of Marketing Research 2018, 56 (1). https://doi.org/10.1177/0022243718820548.
129. Peng, J.; Yang, X.; Fu, S.; Huan, T.-C. (T. C.). Exploring the Influence of Tourists’ Happiness on Revisit Intention in the Context of Traditional Chinese Medicine Cultural Tourism. Tourism Management 2023, 94, 104647. https://doi.org/10.1016/j.tourman.2022.104647.
130. Shi, J.; Jiang, Z. Chinese Cultural Element in Brand Logo and Purchase Intention. Marketing Intelligence &Amp; Planning 2022, 41 (2). https://doi.org/10.1108/mip-04-2022-0175.
131. Zhang, X.; Yang, M. Color Image Knowledge Model Construction Based on Ontology. Color Research &Amp; Application 2019, 44 (4). https://doi.org/10.1002/col.22374.
132. Li, H.; Xu, J.; Fang, M.; Tang, L.; Pan, Y. A Study and Analysis of the Relationship between Visual-Auditory Logos and Consumer Behavior. Behav Sci (Basel) 2023, 13 (7), 613. https://doi.org/10.3390/bs13070613.
133. Fetscherin, M.; Diamantopoulos, A.; Chan, A. K. K.; Abbott, R. T. How Are Brand Names of Chinese Companies Perceived by Americans? Journal of Product &Amp; Brand Management 2015, 24 (2). https://doi.org/10.1108/jpbm-02-2014-0501.
134. Hwang, J.; Kandampully, J. The Role of Emotional Aspects in Younger Consumer‐brand Relationships. Journal of Product & Brand Management 2012, 21 (2), 98–108. https://doi.org/10.1108/10610421211215517.
135. Melewar, T. C.; Bassett, K.; Simões, C. The Role of Communication and Visual Identity in Modern Organisations. Corporate Communications: An International Journal 2006, 11 (2), 138–147. https://doi.org/10.1108/13563280610661679.
136. Pittard, N.; Ewing, M.; Jevons, C. Aesthetic Theory and Logo Design: Examining Consumer Response to Proportion across Cultures. International Marketing Review 2007, 24 (4), 457–473. https://doi.org/10.1108/02651330710761026.
137. Peterson, M.; AlShebil, S.; Bishop, M. Cognitive and Emotional Processing of Brand Logo Changes. JPBM 2015, 24 (7), 745–757. https://doi.org/10.1108/JPBM-03-2015-0823.
138. Phillips, B. J.; McQuarrie, E. F.; Griffin, W. G. The Face of the Brand: How Art Directors Understand Visual Brand Identity. Journal of Advertising 2014, 43 (4), 318–332. https://doi.org/10.1080/00913367.2013.867824.
DOI: https://doi.org/10.59429/esp.v9i9.3041
(82 Abstract Views, 16 PDF Downloads)
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Menguyao Yu, Sazrinee Zainal Abidin, Nazlina Shaari, Changhua He, Lijun Shi, Qianyu Liu
This work is licensed under a Creative Commons Attribution 4.0 International License.