| Brand logo is one of the key visual symbols of a brand and plays a pivotal role in shaping consumers’ brand loyalty and creating brand equity.In modern society,brand is an important strategic asset and source of competitiveness for enterprises.The brand logo is the core asset of the brand and can leave a deep first impression on consumers.Currently,in the era of mobile Internet,with the expansion of enterprise scale and influence,many enterprises are constantly updating their brand logos,with the aim of creating brand logos that are easy to identify,easy to recognize and easy to spread.Therefore,it is important for companies to create a brand identity that is consistent with their brand image and can inspire consumers’ association.Scholars have now confirmed that the boundary,shape,obliquity,motion,color,position and symmetry of a brand identity elicit emotional responses from consumers and influence their attitudes and purchase decisions.Brand logos with different levels of descriptiveness(high vs.low)can be found everywhere in life,but few scholars have studied their effects on consumers’ brand attitudes.Based on processing fluency theory,this study investigates the direct effect of brand logo descriptiveness on consumers’ brand attitudes using graphic brand logo descriptiveness(high vs.low)as the independent variable,then verifies the mediating effect of perceived authenticity between brand logo descriptiveness and consumers’ brand attitudes,and explores the moderating effect of product involvement.Three experiments were designed to verify the effect of brand logo descriptiveness(high vs.low)on consumers’ brand attitudes.Experiment 1: A one-factor brand logo descriptiveness(high vs.low)between-group experiment was designed to explore the difference of brand logo descriptiveness on consumers’ brand attitudes;Experiment 2: The experimental procedure was not significantly different from that of the experiment,and different virtual brands were used as experimental stimuli to verify the mediating effect of perceived authenticity between brand logo descriptiveness and brand attitudes;Experiment 3: To verify the mediating effect of product involvement Experiment 3:To verify the moderating effect of product involvement between perceived authenticity and brand attitude.Experiment 1 and Experiment 2 showed that consumers have a clear preference for highly descriptive graphic brand logos,when they perceive a higher level of brand authenticity;Experiment 3 verified that for low-involvement products,highly descriptive brand logos are more likely to trigger consumers’ perception of brand authenticity,which in turn leads to positive attitudes toward the brand.For high-involvement products,there was no significant difference in the effect of different descriptive brand logos on brand attitudes.The findings of this study verify the influence of logo descriptiveness on consumers’ perceived authenticity and brand attitudes,and provide a useful addition to the literature on brand identity,especially on logo descriptiveness and brand authenticity,while this study also provides references and suggestions for companies in terms of visual marketing and the selection,design,replacement,and adjustment of graphic brand logos,with a view to brand designers and managers choosing the It is hoped that brand designers and managers will choose the right logo according to the brand attributes. |
