How does brand experience affect on consumers’ consumption preference in logo display?

• Main Authors: Chiang, Yi-Chen, 江怡臻
• Other Authors: Fang, Wen-Chang
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/67408228720756396406

碩士 === 國立臺北大學 === 企業管理學系 === 103 === It is a common practice placing a company logo high on its product to increase visibility to consumers. This article offers critical insights for fashion marketers in terms of how brand logos can be displayed. Instead of depending on fashion designers’ aesthetic decisions, this study intends to contribute to, from a marketer’s perspective, better understanding of how consumers respond to different brand logo positions. This research demonstrates that brands with a higher / lower standing in the market may benefit from placing their logo in places with high / low visibility. This study also examines the effect of brand experience as a moderator. Across three studies, we used cross-sectional design and questionnaires. In study 1 and 2, we conducted a series of pretests to operationalize brand power / brand logo familiarity / brand liking. In study 3, brand experience is included. In an effort to establish the basic phenomenon in a real-world setting, participants were told to evaluate the new products design. The sample comprised 160 / 253 / 174 MBA students individually with working experience for more than five years and have purchased fashion products previously. This study used regressions for analysis. Findings indicate that consumers prefer powerful brands more when the brand logo is discreet and placed with high visibility, whereas they prefer less powerful brands more when the brand logo is prominent and placed with low visibility. Furthermore, the mechanism for this shift in preference is a fluency effect descended from consumers intuitively linking the concept of power with accessibility. Besides, brand experience is evoked by brand-related stimuli that are part of a brand’s design and identity. Given these finding, the results demonstrate how marketers can strategically leverage their market standing through build up strong brand experience would affect consumer’s perception of logo display.