Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength

By Pamela W. Henderson, Joseph A. Cote, Siew Meng Leong, Bernd H. Schmitt. 2003

342 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/f9d76802f1cf2c061cdb6c890e016b310b3f4df7

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Citations in the corpus

The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity (2018, neutral): “Finally, consumers’ responses to visual stimuli can vary cross-culturally (Henderson et al. 2003; Van der Lans et al. 2009) and differ across individuals (Bloch 1995; Bloch, Bru-nel, and Arnold 2003).”
Experiential Attributes and Consumer Judgments (2008, background): “Experiential attributes are also used in logos (Henderson et al., 2003), and as part of the judgment context, for example, as backgrounds on websites (Mandel and Johnson, 2002) and in shopping environments (Spies et al.”
Experience Marketing: Concepts, Frameworks and Consumer Insights (2011, result): “Henderson et al. (2003) have largely replicated these results in an international context.”
Cultural value, consumption value, and global brand image: A cross-national study (2009, background): “Acknowledging that brand logo as a visual stimulus is a crucial part of brand strategy (Henderson et al., 2003) and that, in the case of Polo, an identical brand logo is used throughout its extended brand products and brand image strategies globally, the Polo brand logo was shown on the top of the b”
Do logo redesigns help or hurt your brand? The role of brand commitment (2010, neutral): “Later, Henderson et al. (2003) examined how customers from different cultures perceive different logo elements.”
Package Design as a Communications Vehicle in Cross-Cultural Values Shopping (2009, methodology): “In general, researchers agree that brand packages should convey the same intended meaning across people (e.g., Borja de Mozota 2003; Henderson and Cote 1998; Henderson et al. 2003; Henderson, Giese, and Cote 2004; Rettie and Brewer 2000; Schoormans and Robben 1997; Underwood 2003).”
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments (2016, background): “It also extends previous research on logo recognition and liking (Henderson and Cote 1998; Henderson et al. 2003; van der Lans et al. 2009) by showing that logo features can affect product and company attribute judgments, and how it does so.”
“Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, background): “Previous research suggests that collectivists (e.g., Eastern consumers) prefer round shapes, whereas individualists (e.g., Western consumers) favor angular shapes (Henderson et al., 2003; Zhang et al., 2006).”
Impression Management using Typeface Design (2004, background): “Notably, research indicates that consumers’ perceptions of logos are fairly similar in the United States and Asia (Henderson et al. 2003), but it is unclear whether this holds with typeface.”
Experiential product attributes and preferences for new products: The role of processing fluency (2014, neutral): “Experiential attributes can appear on products, on packages, in logos, as part of ads, in shopping environments, or as backgrounds on web sites (Mandel & Johnson, 2002; Schmitt & Simonson, 1997; Henderson, Cote, Leong & Schmitt, 2003; Spies, Hesse & Loesch, 1997).”