Does brand logo matter in social media marketing? The moderating role of brand logo and brand equity in brand evaluation

Sangwon Lee

Journal of Digital & Social Media Marketing, 2019, vol. 6, issue 4, 371-383

Abstract: Using standardisation as a benchmark, this paper explores the effects of brand logo adaptation and brand equity on brand evaluation in specific social media settings (eg Facebook advertisements). Employing theoretical underpinnings from processing fluency theory, the study demonstrates that brand logo and brand equity jointly affect global brand evaluations in social media. Individual differences between consumers (eg their involvement) also affect the brand logo effect on global brand evaluation. The results demonstrate that (1) for the higher-value brand, standardisation of the brand logo in social media leads to better brand evaluation compared with adaptation; (2) the impact of the brand logo is more pronounced if consumers are more involved, such that standardisation of the brand logo leads to better brand evaluation compared with adaptation; and (3) information processing is the key driver underlying the interaction effect of brand logo and brand equity on brand evaluation. The managerial implications are manifold. First, depending on the brand value (high versus low), brand logos in social media advertising should be determined strategically to increase positive attitude towards the brand. Secondly, the study provides guidelines on how to influence highly involved customers. Thirdly, the research provides guidelines on how to design social media advertising for better brand evaluation.

Keywords: social media; brand logo; brand equity; involvement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/660/download/ (application/pdf)
https://hstalks.com/article/660/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:6:i:4:p:371-383

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().