Baek, Tae Hyun, Yim, Mark Yi-Cheon, Park, Jooyoung and Cho, Areum (2026) Disruptive but costly: how upside-down logos backfire in consumer responses to brands. Journal of Retailing and Consumer Services, 88. ISSN 0969-6989
Full text not available from this repository.Abstract
Marketers are increasingly using unconventional design tactics to visually disrupt consumer expectations, like turning brand logos upside down. Across four experiments, this research examined how inverted logos influence consumer brand responses. In two binary choice tasks (Studies 1A and 1B), participants exhibited a lower preference for an inverted logo than a standard logo for branded products. Study 2 determined the psychological mechanism underlying this effect: inverted logos increase perceived unexpectedness, which increases perceptions of brand rebelliousness and, ultimately, reduces purchase intentions. Study 3 demonstrated that political ideology moderates this effect: more conservative, but not liberal, consumers respond negatively to inverted logos. Finally, we discussed the theoretical and practical implications for logo design and visual branding strategies.
| Item Type: | Article |
|---|---|
| Additional Information: | © 2025 Elsevier Ltd. |
| Divisions: | Management |
| Subjects: | H Social Sciences > HF Commerce |
| Date Deposited: | 15 Sep 2025 14:00 |
| Last Modified: | 15 Sep 2025 18:03 |
| URI: | http://eprints.lse.ac.uk/id/eprint/129521 |
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