PlumX Metrics
Embed PlumX Metrics

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
  • 36
    Citations
  • 0
    Usage
  • 110
    Captures
  • 2
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    36
    • Citation Indexes
      36
  • Captures
    110
  • Mentions
    2
    • News Mentions
      2
      • News
        2

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

Tanvi Gupta; Henrik Hagtvedt; Margaret C Campbell; Chris Janiszewski

Oxford University Press (OUP)

Business, Management and Accounting; Social Sciences; Arts and Humanities; Economics, Econometrics and Finance

Provide Feedback

Have ideas for a new metric? Would you like to see something else here?Let us know