Do logo redesigns help or hurt your brand? The role of brand commitment

By Michael F. Walsh, K. Winterich, Vikas Mittal. 2010

186 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/dad7d6e8724979f74e15b3d4bafb602666e9fc65

How researchers see this paper

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

In Cognitive Neuroscience

1. Tom Chen
2. Linda D. Hollebeek
3. Amitava Chattopadhyay
4. G. Gorn

In Marketing

1. Tom Chen
2. Linda D. Hollebeek
3. Maisam Shirkhodaie
4. Mahsa Rastgoo-deylami
5. Amitava Chattopadhyay
6. Yuwei Jiang
7. R. Rather
8. Jamid Ul Islam

In Social Psychology

1. Tom Chen
2. Linda D. Hollebeek
3. Amitava Chattopadhyay
4. G. Gorn
5. Yuwei Jiang
6. Klaus-Peter Wiedmann
7. Jannick Bettels

Citations in the corpus

• Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love (2016, background): “Consumers with high commitment develop a strong connection with brand as well as tendency to create such connection (Walsh et al, 2010).”
• Exploring positively- versus negatively-valenced brand engagement: a conceptual model (2014, background): “Further, “brand attitude” may be observed along a continuum ranging from strongly unfavorable to highly favorable attitudes (Walsh et al., 2010).”
• Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments (2016, background): “Aside from financial considerations, logo changes can sometimes provoke a consumer backlash (Walsh et al. 2010).”