Does brand logo matter in social media marketing? The moderating role of brand logo and brand equity in brand evaluation

Using standardisation as a benchmark, this paper explores the effects of brand logo adaptation and brand equity on brand evaluation in specific social media settings (eg Facebook advertisements). Employing theoretical underpinnings from processing fluency theory, the study demonstrates that brand logo and brand equity jointly affect global brand evaluations in social media. Individual differences between consumers (eg their involvement) also affect the brand logo effect on global brand evaluation. The results demonstrate that (1) for the higher-value brand, standardisation of the brand logo in social media leads to better brand evaluation compared with adaptation; (2) the impact of the brand logo is more pronounced if consumers are more involved, such that standardisation of the brand logo leads to better brand evaluation compared with adaptation; and (3) information processing is the key driver underlying the interaction effect of brand logo and brand equity on brand evaluation. The managerial implications are manifold. First, depending on the brand value (high versus low), brand logos in social media advertising should be determined strategically to increase positive attitude towards the brand. Secondly, the study provides guidelines on how to influence highly involved customers. Thirdly, the research provides guidelines on how to design social media advertising for better brand evaluation.