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The effects of visual rejuvenation through brand logos

Author

Listed:
  • 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)

  • Antoine Crettaz

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.

Suggested Citation

  • Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-00772061, HAL.
    • Handle: RePEc:hal:journl:hal-00772061
    DOI: 10.1016/j.jbusres.2011.07.026
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    Citations

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    Cited by:

    1. Zhou, Fei & Su, Qiulai & Mou, Jian, 2021. "Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship," Technology in Society, Elsevier, vol. 65(C).
    2. Ahmad Daryanto & Nicholas Alexander & Gilang Kartika, 2022. "The anthropomorphic brand logo and its effect on perceived functional performance," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 287-300, May.
    3. Živa Kolbl & Maja Konečnik Ruzzier & Tomaž Kolar, 2015. "Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 5-11.
    4. Dr. Lady & Andrean Kie, 2020. "Effects of Social Media on Purchase Intention and Brand Equity of Marketplace Sites in Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 423-426, June.
    5. Guido, Gianluigi & Pichierri, Marco & Nataraajan, Rajan & Pino, Giovanni, 2016. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories," Journal of Business Research, Elsevier, vol. 69(12), pages 6048-6057.
    6. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    7. Fan, Di & Lo, Chris K.Y. & Yeung, Andy C.L. & Cheng, T.C.E., 2018. "The impact of corporate label change on long-term labor productivity," Journal of Business Research, Elsevier, vol. 86(C), pages 96-108.
    8. Imène Belboula & Claire-Lise Ackermann, 2021. "Consumer response to service brand physical elements: Using a semantic priming task to explore implicit understanding of service brand meaning," Post-Print hal-03329978, HAL.
    9. 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.
    10. 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.
    11. Gabrielyan, Gnel & Just, David R., 2022. "The Effect of Logo Visibility on Brand Recognition and Willingness to Pay," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322354, Agricultural and Applied Economics Association.
    12. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.
    13. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    14. Grzegorz Godlewski & Adam Marciniak & Anna M. Zarzycka, 2023. "Logotype as a Tool in Marketing Communication: An Analysisof Websites of Agritourism Farms," SAGE Open, , vol. 13(4), pages 21582440231, December.
    15. 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.
    16. Septianto, Felix & Kwon, Junbum, 2022. "Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1108-1126.
    17. Belboula, Imène & Ackermann, Claire-Lise, 2021. "Consumer response to service brand physical elements: Using a semantic priming task to explore implicit understanding of service brand meaning," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Sophie Lacoste-Badie & Junwei Yu & Olivier Droulers, 2020. "Small change, big change – Increasing attention with product package variations," Post-Print hal-04445762, HAL.
    19. Baxter, Stacey M. & Ilicic, Jasmina, 2018. "May the force drag your dynamic logo: The brand work-energy effect," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 509-523.
    20. Emanuela Maria AVRAM, 2019. "Brand Logo Perception In A Globalized Society," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 39-46, May.

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