Surprise! We changed the logo

Julien Grobert, Caroline Cuny and Marianela Fornerino
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Julien Grobert: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Caroline Cuny: MICS - Mathématiques et Informatique pour la Complexité et les Systèmes - CentraleSupélec

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Abstract: – This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched factor, surprise, on perceived congruence in the case of a radical logo change. Design/methodology/approach – A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings – Results show the importance of surprise in the acceptance of a logo change. Brand familiarity and brand attachment affect surprise in opposite ways, such that higher familiarity increases negative surprise, whereas higher attachment enhances positive surprise. Research limitations/implications – This research used a school logo. Because schools represent a particular type of company, brand attachment to another type of brand could be different. The current model needs to be tested in different contexts. Practical implications – Companies must pay special attention when communicating with their most attached consumers. In particular, companies that aim to change their logos must prepare for the change by relying on communications that can lead to positive surprise. Originality/value – This study was conducted in a real context of logo change. It is the first study to focus on the link among familiarity, attachment and surprise when a radical logo change takes place within a company.

Keywords: "Values"; "Brand evaluation"; "Logo design" (search for similar items in EconPapers)
Date: 2016-05-16
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Citations: View citations in EconPapers (5)

Published in Journal of Product and Brand Management, 2016, 25 (3), pp.239 - 246. ⟨10.1108/JPBM-06-2015-0895⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01521302

DOI: 10.1108/JPBM-06-2015-0895

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