How the logo frame impacts on brand extension

Y. Chen, L. Bei

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/CongresprocedureConferentiebijdrageAcademicpeer review

Samenvatting

Brand extensions push a brand beyond its typical coverage and keep the brand growing. In order to extend the brand beyond its original product categories, marketers may alter the original logo to free the product limitation and increase the perceived fit of new product category. This study is inspired by the case of Starbucks’ logo redesign and suggests that logo frames may set a boundary on the perceived scope of the brand categories and its extensions. Furthermore, consumers’ regulatory focus is proposed to be a moderator on the relationship of logo frame and perceived brand categories, based on the information processing natures and tendencies of promotion- and prevention-focused people. Prevention-focused consumers tend to carry self-boundaries so their association can hardly be released by unframed logos.
Originele taal-2Engels
TitelCreating Marketing Magic and Innovative Future Marketing Trends. Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
RedacteurenM. Stieler
Plaats van productieCham
UitgeverijSpringer
Pagina's449-450
Aantal pagina's2
ISBN van elektronische versie978-3-319-45596-9
ISBN van geprinte versie978-3-319-45595-2
DOI's
StatusGepubliceerd - mei 2016
Extern gepubliceerdJa
Evenement2016 Academy of Marketing Science (AMS) Annual Conference - Walt Disney World, Orlando, Verenigde Staten van Amerika
Duur: 18 mei 201621 mei 2016

Publicatie series

NaamDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
UitgeverijSpringer
ISSN van geprinte versie2363-6165
ISSN van elektronische versie2363-6173

Congres

Congres2016 Academy of Marketing Science (AMS) Annual Conference
Land/RegioVerenigde Staten van Amerika
StadOrlando
Periode18/05/1621/05/16

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