Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality

Arnold Japutra, Sebastian Molinillo, Shasha Wang

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

Previous research has started to show the importance of consumers’ stereotypes for companies and their brands. However, there has been little research into what predicts these consumers’ stereotypes. This study contributes to the literature by testing aesthetic and self-expressiveness benefits as potential antecedents of consumers’ stereotypes towards brands. We also investigate the role of brand stereotypes on relationship quality. Two studies (n = 714) were conducted in two different categories, product (athletic shoes) and service (university). The results support the proposed relationships between brand logo benefits and brand stereotypes. Interestingly, the importance of brand logo benefits on relationship quality differs between the two categories. Implications for marketers are discussed.

Original languageEnglish
Pages (from-to)191-200
Number of pages10
JournalJournal of Retailing and Consumer Services
Volume44
DOIs
Publication statusPublished - 1 Sep 2018

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