Brand Logo Design and Customer Participation: The Role of Stereotype Content Model and Gratitude
Start Date
29-4-2022 2:15 PM
Location
Alter Hall Poster Session 1 - 3rd floor
Abstract
Have you ever been chosen to collaborate with a brand? Well, many find that this gives them feelings of warmth and a sense of competence. There are many examples of how brands work with the customers to build warmth and competence. One is when the famous chip brand Lay’s allow customers to enter a competition to upgrade chip flavors. Another is how Starbucks provides customers opportunities to create their own designs for their cups. Overall, this leads to our first question; namely, whether customer participation leads to feelings of warmth and a sense of competence when allowed to contribute to the brand logo design. We draw from the stereotype content model to help answer this research gap. Our work also investigates the impact on overall brand evaluation when the input on the brand logo design from customer participation is both accepted and rejected. We find that a higher continuum of acceptance of input does not necessarily lead to more favorable evaluation when compared to rejecting input from customer participation in brand logo design. Notably, gratitude in the form of a simple thank you was able to improve the less favorable brand evaluations after a rejection of input from customer participation. Our work provides theoretical and managerial insight to both brand scholars and practitioners looking to better understand consumer responses to customer participation in brand building and even potentially rebranding.
Brand Logo Design and Customer Participation: The Role of Stereotype Content Model and Gratitude
Alter Hall Poster Session 1 - 3rd floor
Have you ever been chosen to collaborate with a brand? Well, many find that this gives them feelings of warmth and a sense of competence. There are many examples of how brands work with the customers to build warmth and competence. One is when the famous chip brand Lay’s allow customers to enter a competition to upgrade chip flavors. Another is how Starbucks provides customers opportunities to create their own designs for their cups. Overall, this leads to our first question; namely, whether customer participation leads to feelings of warmth and a sense of competence when allowed to contribute to the brand logo design. We draw from the stereotype content model to help answer this research gap. Our work also investigates the impact on overall brand evaluation when the input on the brand logo design from customer participation is both accepted and rejected. We find that a higher continuum of acceptance of input does not necessarily lead to more favorable evaluation when compared to rejecting input from customer participation in brand logo design. Notably, gratitude in the form of a simple thank you was able to improve the less favorable brand evaluations after a rejection of input from customer participation. Our work provides theoretical and managerial insight to both brand scholars and practitioners looking to better understand consumer responses to customer participation in brand building and even potentially rebranding.
