Processing different degrees of logo change: When higher levels of brand consciousness decrease openness to substantial logo changes
Abstract
Purpose
This paper aims to develop an experimental paradigm to assess effects of degrees of logo change on logo processing speed to provide rigid tests of the effects of objectified degrees of logo changes and to understand how degrees of logo change interact with consumer and market conditions.
Design/methodology/approach
Experiment 1 (N = 120) used a 3 (degree of change: no vs small vs substantial change) unifactorial between-subjects design to develop the experimental paradigm for the effects of degrees of logo change. Experiment 2 (N = 148) examined effects of brand consciousness and exposure in a 3 (degree of change: original vs small vs substantial change) × 2 (exposure: 1 vs 3 exposures) between-subjects design with brand consciousness as a continuous moderator to extend the paradigm to a more naturalistic marketing communication setting.
Findings
Substantial logo changes harmed processing speed of highly brand conscious consumers in particular. Furthermore, substantial logo changes decreased processing speed, which was compensated by repeated exposure to the redesigned brand logo.
Practical implications
The findings suggest that brand consciousness creates a tunnel vision, which impairs openness to changes in brand image. Furthermore, the findings imply that brand logos can be (substantially) changed without hurting logo processing speed: only a few exposures are needed to neutralize these effects.
Originality/value
This is the first study that provides rigid tests of objectified degrees of logo changes, extended to a more naturalistic marketing communication setting, by examining brand consciousness and exposure effects.
Keywords
Acknowledgements
The authors thank the reviewers and the editor for their helpful comments.
Citation
van Grinsven, B. and Das, E. (2015), "Processing different degrees of logo change: When higher levels of brand consciousness decrease openness to substantial logo changes", European Journal of Marketing, Vol. 49 No. 11/12, pp. 1710-1727. https://doi.org/10.1108/EJM-02-2014-0127
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited