The effects of visual rejuvenation through brand logos

Brigitte Muller (), Bruno Kocher and Antoine Crettaz ()
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Brigitte Muller: Department of Marketing, Faculty of Business and Economics - UNIL - Université de Lausanne = University of Lausanne
Bruno Kocher: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research investigates the phenomenon of brand revitalization by exploring the effects of logo similarity and type of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results contribute to filling the gap of existing theory in this research field.

Keywords: Brand logo; Modernity; Change; Brand loyalty; Brand attitude (search for similar items in EconPapers)
Date: 2013-01
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Citations: View citations in EconPapers (20)

Published in Journal of Business Research, 2013, 66 (1), pp.82-88. ⟨10.1016/j.jbusres.2011.07.026⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00772061

DOI: 10.1016/j.jbusres.2011.07.026

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