The Effects of Logos’ Frames on Consumers’ Psychological Perceptions and Brand Attitudes

Abstract

This study examined the effects of the brand logo’s frames (complete vs. incomplete) on consumers’ perceptions and attitudes. There were 452 participants in two studies online. The results show that the brand logos with complete (vs. incomplete) frames have higher safety (in Study 1). Moreover, the logos’ frames of complete (vs. incomplete) brands will generate the positive brand attitudes through increasing the consumers’ psychological perception of safety. For products with high safety attributes, consumers will have a higher evaluation of the brand logos with the complete frames, but there is no effect for products with less important safety attributes (in Study 2). This paper provides some guidance for the research of consumers’ psychological perceptions, and also broadens the scope of application of the conceptual metaphor.