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.

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Abstract

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.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	letter cases, logotype, China Luxury fashion branding, luxury perception
Subjects:	H Social Sciences > HF Commerce
Divisions:	Institute for Management and Business Research (IMBRe)
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	02 Apr 2024 11:26
Last Modified:	02 Apr 2024 11:26
URI:	https://repo.uum.edu.my/id/eprint/30696

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