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Brand Logo Frames: How and When Framing Brand Logos Increases Purchase Likelihood
Journal article   Peer reviewed

Brand Logo Frames: How and When Framing Brand Logos Increases Purchase Likelihood

Tatiana Fajardo, Jiao Zhang and Michael Tsiros
Advances in consumer research, Vol.42, pp.469-470
2014-01-01

Abstract

Logos Perceptions Studies Symbolism Consumer Behavior
We demonstrate that logo frames may symbolize either protection or confinement and whether a logo frame is associated with protection or confinement will depend on perceptions of purchase risk. When purchase risks are high (low) a frame's symbolic association with protection (confinement) will be salient and increase (decrease) purchase intent.

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