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The effects of uppercase and lowercase wordmarks on brand perceptions

Author

Listed:
  • Xiaobing Xu

    (Nankai University)

  • Rong Chen

    (Tsinghua University)

  • Maggie Wenjing Liu

    (Tsinghua University)

Abstract

Although frequently altered by companies in logo redesign, upper and lowercase wordmarks have never been studied in marketing literature. This research investigates the influence of using a specific lettering case in a wordmark on consumer brand perceptions. Across two studies, the authors find that psychologically, consumers feel closer to lowercase wordmarks, which increase perceptions of brand friendliness compared with the uppercase wordmarks. On the other hand, compared with lowercase wordmarks, consumers perceive a higher level of strength from uppercase wordmarks, resulting in an increased perception of brand authority. Additionally, the authors find that this lettering case effect is mitigated when the wordmark design is complex versus when it is simple. Finally, the implications of these findings are discussed regarding brand visual stimuli and brand image communication.

Suggested Citation

  • Xiaobing Xu & Rong Chen & Maggie Wenjing Liu, 2017. "The effects of uppercase and lowercase wordmarks on brand perceptions," Marketing Letters, Springer, vol. 28(3), pages 449-460, September.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:3:d:10.1007_s11002-016-9415-0
    DOI: 10.1007/s11002-016-9415-0
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    References listed on IDEAS

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    Cited by:

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    3. Teng, Lefa & Xie, Chenxin & Liu, Tianjiao & Wang, Fan & Foti, Lianne, 2021. "The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes," Journal of Business Research, Elsevier, vol. 136(C), pages 164-175.
    4. Yu, Yining & Zhou, Xinyue & Wang, Lei & Wang, Qiuzhen, 2022. "Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness," Journal of Retailing, Elsevier, vol. 98(2), pages 335-355.
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    6. Aekyoung Kim & Sam J. Maglio, 2021. "Text is gendered: the role of letter case," Marketing Letters, Springer, vol. 32(2), pages 179-190, June.
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    11. Yao Song & Yan Luximon, 2019. "Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective," Sustainability, MDPI, vol. 11(5), pages 1-15, March.

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