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Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality

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  • Japutra, Arnold
  • Molinillo, Sebastian
  • Wang, Shasha

Abstract

Previous research has started to show the importance of consumers’ stereotypes for companies and their brands. However, there has been little research into what predicts these consumers’ stereotypes. This study contributes to the literature by testing aesthetic and self-expressiveness benefits as potential antecedents of consumers’ stereotypes towards brands. We also investigate the role of brand stereotypes on relationship quality. Two studies (n = 714) were conducted in two different categories, product (athletic shoes) and service (university). The results support the proposed relationships between brand logo benefits and brand stereotypes. Interestingly, the importance of brand logo benefits on relationship quality differs between the two categories. Implications for marketers are discussed.

Suggested Citation

  • Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    • Handle: RePEc:eee:joreco:v:44:y:2018:i:c:p:191-200
    DOI: 10.1016/j.jretconser.2018.06.015
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