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Cute brand logo enhances favorable brand attitude: The moderating role of hope

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  • Septianto, Felix
  • Paramita, Widya

Abstract

A brand logo has significant influences on consumer evaluations of a brand. However, little research has examined the effectiveness of brand logo design. The present research thus seeks to extend the literature in this area by examining how cuteness associated with a brand logo might produce a more favourable brand attitude. Across two experimental studies, this research provides empirical evidence that a cute (vs. non-cute) brand logo can increase positive consumer attitude toward a brand, especially among those experiencing the emotion of hope (but not happiness or a neutral emotional state). Further, this effect is driven by the perceptions among consumers feeling hopeful (but not happy) that a cute (vs. non-cute) brand logo has higher levels of growth potential. The findings of this research thus make theoretical implications on the literature on brand logo, cuteness, and emotion literature, and offer managerial implications in terms of brand logo design effectiveness.

Suggested Citation

  • Septianto, Felix & Paramita, Widya, 2021. "Cute brand logo enhances favorable brand attitude: The moderating role of hope," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003003
    DOI: 10.1016/j.jretconser.2021.102734
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    References listed on IDEAS

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    Cited by:

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    3. Dogerlioglu-Demir, Kivilcim & Ng, Andy H. & Koçaş, Cenk, 2023. "Gracefully yours: Would snap judgments of one's subtle graceful movements lead to inferences about their emotional intelligence?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Vítor João Pereira Domingues Martinho, 2021. "Food and Consumer Attitude(s): An Overview of the Most Relevant Documents," Agriculture, MDPI, vol. 11(12), pages 1-19, November.

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