Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments

By Yuwei Jiang, G. Gorn, Maria Galli, Amitava Chattopadhyay. 2016

267 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/9cb1bc27782f497d1f0c5d201576cb8d96756aff

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Klaus-Peter Wiedmann
2. Jannick Bettels

In Marketing

1. Michael Tsiros
2. Tatiana Fajardo
3. Jiao Zhang
4. Klaus-Peter Wiedmann
5. Jannick Bettels
6. Christopher J. Anderson

In Social Psychology

1. Michael Tsiros
2. Tatiana Fajardo
3. Jiao Zhang
4. Klaus-Peter Wiedmann
5. Jannick Bettels

Citations in the corpus

• The Contingent Nature of the Symbolic Associations of Visual Design Elements: The Case of Brand Logo Frames (2016, background): “These symbolic associations lead consumers to perceive an object as having abstract properties that it may or may not objectively possess (Jiang et al. 2016; Zhang et al. 2006).”
• Brand logo symmetry and product design: The spillover effects on consumer inferences (2019, methodology): “In this study, we focused on brand logo symmetry, whereas other design elements such as complexity (Van Grinsven & Das, 2016) and angularity (Jiang et al., 2015) also offer broad research potential.”
• The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity (2018, unknown): “Two key elements of such brands are a distinctive, favorable brand personality (Aaker 1997; Keller 1993) and a well-designed logo (Cian, Krishna, and Elder 2014; Jiang et al. 2016).”