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The effects of visual rejuvenation through brand logos

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

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.

Suggested Citation

  • Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:82-88
    DOI: 10.1016/j.jbusres.2011.07.026
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    3. Živa Kolbl & Maja Konečnik Ruzzier & Tomaž Kolar, 2015. "Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 5-11.
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    6. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    7. Fan, Di & Lo, Chris K.Y. & Yeung, Andy C.L. & Cheng, T.C.E., 2018. "The impact of corporate label change on long-term labor productivity," Journal of Business Research, Elsevier, vol. 86(C), pages 96-108.
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    9. Teng, Lefa & Xie, Chenxin & Liu, Tianjiao & Wang, Fan & Foti, Lianne, 2021. "The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes," Journal of Business Research, Elsevier, vol. 136(C), pages 164-175.
    10. Muhammad Rashid Rafiq & Rai Imtiaz Hussain & Shahbaz Hussain, 2020. "The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 117-126.
    11. Gabrielyan, Gnel & Just, David R., 2022. "The Effect of Logo Visibility on Brand Recognition and Willingness to Pay," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322354, Agricultural and Applied Economics Association.
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    13. 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.
    14. Grzegorz Godlewski & Adam Marciniak & Anna M. Zarzycka, 2023. "Logotype as a Tool in Marketing Communication: An Analysisof Websites of Agritourism Farms," SAGE Open, , vol. 13(4), pages 21582440231, December.
    15. Séraphin, Hugues & Ambaye, Michele & Gowreesunkar, Vanessa & Bonnardel, Valérie, 2016. "A marketing research tool for destination marketing organizations' logo design," Journal of Business Research, Elsevier, vol. 69(11), pages 5022-5027.
    16. Septianto, Felix & Kwon, Junbum, 2022. "Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1108-1126.
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    18. Sophie Lacoste-Badie & Junwei Yu & Olivier Droulers, 2020. "Small change, big change – Increasing attention with product package variations," Post-Print hal-04445762, HAL.
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