May the force drag your dynamic logo

the brand work-energy effect

Stacey M. Baxter, Jasmina Ilicic

Research output: Contribution to journalArticleResearchpeer-review

1 Citation (Scopus)

Abstract

We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.

Original languageEnglish
Number of pages15
JournalInternational Journal of Research in Marketing
Volume35
Issue number3
DOIs
Publication statusPublished - Sep 2018

Keywords

  • Active logo
  • Brand energy
  • Brand logo
  • Brand work
  • Dynamic

Cite this

@article{0b31d489af544d5fa873c48019631e60,
title = "May the force drag your dynamic logo: the brand work-energy effect",
abstract = "We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.",
keywords = "Active logo, Brand energy, Brand logo, Brand work, Dynamic",
author = "Baxter, {Stacey M.} and Jasmina Ilicic",
year = "2018",
month = "9",
doi = "10.1016/j.ijresmar.2018.03.002",
language = "English",
volume = "35",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "Elsevier",
number = "3",

}

May the force drag your dynamic logo : the brand work-energy effect. / Baxter, Stacey M.; Ilicic, Jasmina.

In: International Journal of Research in Marketing, Vol. 35, No. 3, 09.2018.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - May the force drag your dynamic logo

T2 - the brand work-energy effect

AU - Baxter, Stacey M.

AU - Ilicic, Jasmina

PY - 2018/9

Y1 - 2018/9

N2 - We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.

AB - We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.

KW - Active logo

KW - Brand energy

KW - Brand logo

KW - Brand work

KW - Dynamic

UR - http://www.scopus.com/inward/record.url?scp=85044767647&partnerID=8YFLogxK

U2 - 10.1016/j.ijresmar.2018.03.002

DO - 10.1016/j.ijresmar.2018.03.002

M3 - Article

VL - 35

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

SN - 0167-8116

IS - 3

ER -