The Effect of Letter Case of Logotype on Consumers’ Perceptions of Luxury Fashion Brand

• Main Authors: Zheng, Wang, Shanat, Musdi, Kanyan, Louis Ringah
• Format: Conference or Workshop Item
• Language: English
• Published: 2022
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30696/1/7th%20ICSC%202022%20309-320.pdf; https://repo.uum.edu.my/id/eprint/30696/
• Institution: Universiti Utara Malaysia

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.