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The effects of visual rejuvenation through brand logos


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


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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    References listed on IDEAS

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    Cited by:

    1. Živa Kolbl & Maja Konečnik Ruzzier & Tomaž Kolar, 2015. "Brand Revitalization: Don’t Let Your Brands Turn Into Sleepyheads," Central European Business Review, University of Economics, Prague, vol. 2015(2), pages 5-11.
    2. 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.
    3. 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.
    4. Guido, Gianluigi & Pichierri, Marco & Nataraajan, Rajan & Pino, Giovanni, 2016. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories," Journal of Business Research, Elsevier, vol. 69(12), pages 6048-6057.


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