The Effect of Letter Case of Logotype on Consumers’ Perceptions of Luxury Fashion Brand
Throughout most of human history, luxury goods consumption has been an important activity. Over the recent decade, the sales of luxury fashion goods have increased dramatically in China due to the overall economic growth. This study examines the influences of uppercase and lowercase letters on luxur...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/30696/1/7th%20ICSC%202022%20309-320.pdf |
| _version_ | 1803629966133297152 |
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| author | Zheng, Wang Shanat, Musdi Kanyan, Louis Ringah |
| author_facet | Zheng, Wang Shanat, Musdi Kanyan, Louis Ringah |
| author_sort | Zheng, Wang |
| collection | UUM |
| description | Throughout most of human history, luxury goods consumption has been an important activity. Over the recent decade, the sales of luxury fashion goods have increased dramatically in China due to the overall economic growth. This study examines the influences of uppercase and lowercase letters on luxury fashion brand logotypes and how this impacts Chinese consumers’ brand perception. A total of 236 respondents are included in two studies, which are: Stereotype Content Model (SCM) and analyzing conspicuousness. The results show that letter cases impact the luxury fashion brands’ perception: the logotypes set in uppercase can increase the competence perception of luxury fashion brands and at the
same time, are more conspicuous than the lowercase logotype. |
| first_indexed | 2024-07-04T06:46:14Z |
| format | Conference or Workshop Item |
| id | uum-30696 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:46:14Z |
| publishDate | 2022 |
| record_format | dspace |
| spelling | uum-306962024-04-02T11:26:30Z https://repo.uum.edu.my/id/eprint/30696/ The Effect of Letter Case of Logotype on Consumers’ Perceptions of Luxury Fashion Brand Zheng, Wang Shanat, Musdi Kanyan, Louis Ringah HF Commerce Throughout most of human history, luxury goods consumption has been an important activity. Over the recent decade, the sales of luxury fashion goods have increased dramatically in China due to the overall economic growth. This study examines the influences of uppercase and lowercase letters on luxury fashion brand logotypes and how this impacts Chinese consumers’ brand perception. A total of 236 respondents are included in two studies, which are: Stereotype Content Model (SCM) and analyzing conspicuousness. The results show that letter cases impact the luxury fashion brands’ perception: the logotypes set in uppercase can increase the competence perception of luxury fashion brands and at the same time, are more conspicuous than the lowercase logotype. 2022 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/30696/1/7th%20ICSC%202022%20309-320.pdf Zheng, Wang and Shanat, Musdi and Kanyan, Louis Ringah (2022) The Effect of Letter Case of Logotype on Consumers’ Perceptions of Luxury Fashion Brand. In: 7th International Case Study Conference, 13 - 15 September 2022, Raia Hotel & Convention Centre, Terengganu, Malaysia. |
| spellingShingle | HF Commerce Zheng, Wang Shanat, Musdi Kanyan, Louis Ringah The Effect of Letter Case of Logotype on Consumers’ Perceptions of Luxury Fashion Brand |
| title | The Effect of Letter Case of Logotype on Consumers’ Perceptions of
Luxury Fashion Brand |
| title_full | The Effect of Letter Case of Logotype on Consumers’ Perceptions of
Luxury Fashion Brand |
| title_fullStr | The Effect of Letter Case of Logotype on Consumers’ Perceptions of
Luxury Fashion Brand |
| title_full_unstemmed | The Effect of Letter Case of Logotype on Consumers’ Perceptions of
Luxury Fashion Brand |
| title_short | The Effect of Letter Case of Logotype on Consumers’ Perceptions of
Luxury Fashion Brand |
| title_sort | effect of letter case of logotype on consumers perceptions of luxury fashion brand |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/30696/1/7th%20ICSC%202022%20309-320.pdf |
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