브랜드 심볼의 크기가 소비자 반응에 미치는 영향: 브랜드 강도의 조절역할

Abstract

Brands are one of the most invaluable assets a company has in order to compete efficiectly and effectively against competitors. As such, companies endeavor to buils strong brands. Much research has been done on brand equity and extension, but there have been relatively few empirical studies on how to build strong brands. Effectively building a strong brand depends partly on the initial choise of posotive brand elements such as the brand name, logo, symbol. This study examined how symbol size affected consumers' response between the brand strength. According to the result, participants more favorably evaluated a big symbol than a small symbol in the strong brand, whereas favorably evaluated a small symbol than a big symbol in the weak brand.|Key words|brand symbol, brand strength, consumers' response