The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference

Ruiqin Li, Yan Wang and Hongli Zhang

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: Logos are the brands’ visual identity, which can influence brand positioning and contribute to brand success. However, little is known about the effect of logo shape on brand premiumness perception. Thus, we conducted four studies, including one archival dataset analysis, to examine this issue. Results revealed that consumers perceive angular-logo brands as more premium than circular-logo brands. Such logo shape effect is driven by perceived psychological distance between the brand and consumers. We further identified the downstream consequences of perceived brand premiumness. To express status, consumers are more likely to choose angular-logo brands, which are perceived as more premium. However, consumers unmotivated by status-expressing goals will be unaffected by such perceptions. These findings have theoretical implications regarding brand logo and positioning, and practical implications for logo design.

Keywords: Logo shape; Brand premiumness; Psychological distance; Brand preference (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002631

DOI: 10.1016/j.jretconser.2023.103516

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