The Impact of Letter Case Differences in Brand Logos on Consumer Attitudes

Abstract

This study delves into the influence of letter case in textual brand logos on consumer attitudes, a topic often overlooked in existing research on brand perception. Through 2 experiments, this study tested the influence of case letter in brand logos on consumer attitudes, and to measure the participants' power perceptions, to verify the mediation effect. Also, this study examined the moderating effect of brand luxury perceptions on the case letter in brand logos on consumer attitudes. On this basis, a research model was constructed. The study confirmed that the case of letters affects consumers' power perception, which further influences their attitude towards the brand, and this effect is moderated by the brand's luxury level. The study sheds light on the complexities of consumer responses to letter case in brand design, offering valuable insights for marketers seeking to optimize brand communication strategies.