How does Cultural Capital Affect on Consumers’ Consumption Preference in Logo Display?

• Main Authors: Chuang, Jing-Ting, 莊淨婷
• Other Authors: Fang, Wen-Chang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/xu3chx

碩士 === 國立臺北大學 === 企業管理學系 === 105 === It is a common practice placing a company logo visible on product to catch the audience sight and communicate with customer by the signal. This article offers critical insight of sport brands’ marketer in terms of how brand logo can display which depends on different type of customers. Instead of depending on designers’ aesthetic decisions, this study intends to contribute to, from a marketer’s perspective, better understand of how customers respond to different brand logo positions. This research take identity relevant as moderator to examine the effect on purchase intention. Across two studies, we use cross-sectional design and questionnaires. In study 1, we conducted a series of pretests to operationalize product involvement / brand liking / cultural capital / purchase intention of counterfeit. In study 2, identity relevant is included. In an effort to establish the basic phenomenon in a real-world setting, participants were told to evaluate the new products design. This study used regression for regressions for analysis. Findings indicate that consumers who have high cultural capital would prefer the quiet signal, and consumers who have low cultural capital would be no significant difference in logo size. Furthermore, the mechanism for this shift in preference is a fluency effect descended from consumer intuitively decode the signals on the product. Besides, identity relevant domain present customers’ identity and moderate the customers’ preference of logo size. Giving these finding, the results demonstrate how marketers can affect customers’ perception of logo display by different identity relevant product.