Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures
Journal of Consumer Research, ISSN: 0093-5301, Vol: 48, Issue: 3, Page: 474-491
2021
- 36Citations
- 110Captures
- 2Mentions
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Most Recent News
Secure type: Consumers say compact logos signal product safety
Compact logos can encourage favorable brand evaluations by signaling product safety, according to a new study by researchers at Boston College's Carroll School of Management and Indian Institute of Management Udaipur, who reviewed the opinions of 17,000 consumers and conducted additional experiments with a variety of logos.
Article Description
This research demonstrates that interstitial space in textual brand logos - that is, spacious (vs. compact) arrangement of letters - unfavorably influences brand attitude by reducing product safety perceptions. When potential threats are salient, the effect tends to occur within tight (but not loose) cultures, characterized by sensitivity to threats and a need for rigid social structures. When threats are not salient, the effect appears to occur across cultures. Five studies, including lab and field experiments, as well as archival dataset analysis, provide supportive evidence.
Bibliographic Details
http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=85111401788&origin=inward; http://dx.doi.org/10.1093/jcr/ucab006; https://academic.oup.com/jcr/article/48/3/474/6143648; https://dx.doi.org/10.1093/jcr/ucab006; https://academic.oup.com/jcr/article-abstract/48/3/474/6143648?redirectedFrom=fulltext
Oxford University Press (OUP)
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