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The effects of visual rejuvenation through brand logos

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  • Müller, Brigitte
  • Kocher, Bruno
  • Crettaz, Antoine
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    Abstract

    This research investigates the phenomenon of brand revitalization by exploring the effects of logo similarity and type of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results contribute to filling the gap of existing theory in this research field.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311002621
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 1 ()
    Pages: 82-88

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:82-88

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Brand logo; Modernity; Change; Brand loyalty; Brand attitude;

    References

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    9. Bloch, Peter H & Brunel, Frederic F & Arnold, Todd J, 2003. " Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 551-65, March.
    10. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 287-300, December.
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    Cited by:
    1. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.

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