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The role of brand logos in firm performance

  • Park, C. Whan
  • Eisingerich, Andreas B.
  • Pol, Gratiana
  • Park, Jason Whan
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    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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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296312002068
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 2 ()
    Pages: 180-187

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:180-187
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Bronwyn H. Hall & Adam B. Jaffe & Manuel Trajtenberg, 2000. "Market Value and Patent Citations: A First Look," NBER Working Papers 7741, National Bureau of Economic Research, Inc.
    2. Kee H. Chung & Stephen W. Pruitt, 1994. "A Simple Approximation of Tobin's q," Financial Management, Financial Management Association, vol. 23(3), Fall.
    3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    4. Kleine, Susan Schultz & Kleine, Robert E, III & Allen, Chris T, 1995. " How Is a Possession "Me" or "Not Me"? Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, University of Chicago Press, vol. 22(3), pages 327-43, December.
    5. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
    6. Tobin, James, 1969. "A General Equilibrium Approach to Monetary Theory," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 1(1), pages 15-29, February.
    7. Lan Nguyen Chaplin & Deborah Roedder John, 2005. "The Development of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 119-129, 06.
    8. Janiszewski, Chris & Meyvis, Tom, 2001. " Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 18-32, June.
    9. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 378-389, December.
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