The role of brand logos in firm performance

  title={The role of brand logos in firm performance},
  author={Chul Park and Andreas Benedikt Eisingerich and Guillaume Pol and Jason Park},
a r t i c l e i n f o Keywords: Brand logos Brand management Aesthetics Commitment Brand extensions Firm performance This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study examines whether brand names or… CONTINUE READING

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