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What If I Liked It Better Before? An Analysis Of Consumer Reactance To Brand Logo Redesigns, Lauren Bushnell

Undergraduate Honors Theses

Past research has explored the relationship between logo redesigns and consumer behavior, specifically detailing the influence of brand connection on consumer processing of logo redesigns. Such research has found that variations in logo design have key implications on consumer connection to brands in ways that influence brand attitude. Key constructs explored include brand loyalty and commitment, the extent or style of changes in redesigns, and visual processing of logos as a means of determining future behaviors. While prior research emphasizes the influence of loyalty and connection to brands in relation to consumer processing of logo redesigns, research has not fully …