The role of brand logos in firm performance
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).
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- Hall, Bronwyn H. & Jaffee, Adam & Trajtenberg, Manuel, 2000.
"Market Value and Patent Citations: A First Look,"
Department of Economics, Working Paper Series
qt1rh8k6z2, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
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- Hall, Bronwyn H. & Jaffe, Adam & Trajtenberg, Manuel, 2001. "Market Value and Patent Citations: A First Look," Department of Economics, Working Paper Series qt8vh1c20f, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
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- Bronwyn H. Hall & Adam Jaffe & Manuel Trajtenberg, 2002. "Market Value and Patent Citations: A First Look," Development and Comp Systems 0201001, EconWPA.
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