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The role of brand logos in firm performance

Author

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  • Park, C. Whan
  • Eisingerich, Andreas B.
  • Pol, Gratiana
  • Park, Jason Whan

Abstract

This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study examines whether brand names or visual symbols as logos are more effective at creating these benefits and whether or not the impact of the three aforementioned brand logo benefits on customer brand commitment and firm performance is contingent on the extent to which a firm leverages its brand (i.e., employs brand extensions to different product categories).

Suggested Citation

  • Park, C. Whan & Eisingerich, Andreas B. & Pol, Gratiana & Park, Jason Whan, 2013. "The role of brand logos in firm performance," Journal of Business Research, Elsevier, vol. 66(2), pages 180-187.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:180-187 DOI: 10.1016/j.jbusres.2012.07.011
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    References listed on IDEAS

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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.
    2. 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.
    3. 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.
    4. Dass, Mayukh & Kohli, Chiranjeev & Kumar, Piyush & Thomas, Sunil, 2014. "A study of the antecedents of slogan liking," Journal of Business Research, Elsevier, vol. 67(12), pages 2504-2511.
    5. repec:jec:journl:v:13:y:2017:i:2:p:221-239 is not listed on IDEAS
    6. Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    7. Adrian Hillenbrand & André Schmelzer, 2015. "Beyond Information: Disclosure, Distracted Attention, and Investor Behavior," Discussion Paper Series of the Max Planck Institute for Research on Collective Goods 2015_20, Max Planck Institute for Research on Collective Goods.

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