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The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude

Author

Listed:
  • Muhammad Rashid Rafiq

    (Department of Management Sciences, University of Okara, Pakistan)

  • Rai Imtiaz Hussain

    (Department of Management Sciences, University of Okara, Pakistan)

  • Shahbaz Hussain

    (Department of Management Sciences, University of Okara, Pakistan)

Abstract

The present research intends to investigate the effect of logo shapes redesign on brand loyalty and repurchase intention. The analysis also explores the mediating role of brand attitude between logo shapes redesign, brand loyalty, and repurchase intentions. This analysis utilized convenient nonprobability sampling and gathered statistics from 452 students and teachers of the University of Okara, Pakistan. The data collected for the study were analyzed using Smart PLS3.0 and reliability/Cronbach’s alpha was undertaken to determine the question’s accuracy and validity. The logo shapes redesign reviews significantly effect on brand attitude, further on brand loyalty and also on repurchase intention. Noticeably, logo shapes redesign is strongly related to brand loyalty and repurchase intentions both directly and indirectly. Brand attitude significantly mediates the connection between redesign logo shapes, brand loyalty, and repurchase intentions. Very few studies have explored the relationship between the redesign of logo shapes and brand attitude. Relevantly, the research is the first to demonstrate that a brand’s features (e.g. logo) may have a differential effect on consumer reaction based on brand loyalty and repurchase intentions to such an extent those loyal consumers often respond more positively than redesigned logos and repurchase product. Moreover, the research offers prolific implications for loyal customers in the study context.

Suggested Citation

  • Muhammad Rashid Rafiq & Rai Imtiaz Hussain & Shahbaz Hussain, 2020. "The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 117-126.
    • Handle: RePEc:eco:journ3:2020-05-14
    as

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    References listed on IDEAS

    as
    1. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-00772061, HAL.
    2. Yuwei Jiang & Gerald J. Gorn & Maria Galli & Amitava Chattopadhyay, 2016. "Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments," Journal of Consumer Research, Oxford University Press, vol. 42(5), pages 709-726.
    3. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    4. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-01810515, HAL.
    5. Séraphin, Hugues & Ambaye, Michele & Gowreesunkar, Vanessa & Bonnardel, Valérie, 2016. "A marketing research tool for destination marketing organizations' logo design," Journal of Business Research, Elsevier, vol. 69(11), pages 5022-5027.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Logo Shapes Redesign; Brand Attitude; Brand Loyalty; Repurchase Intentions;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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