The role of brand logos in firm performance

  title={The role of brand logos in firm performance},
  author={C. Whan Park and Andreas Benedikt Eisingerich and Gratiana Pol and Jason Whan Park},
  journal={Journal of Business Research},
article i nfo 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 fa- cilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aes- thetic appeal. This study examines whether brand names or visual symbols as logos are more effective at creating these benefits and whether or not the impact… Expand

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