Two essays on brand communication

• Main Author: Tang, Qing
• Other Authors: Xun (Irene) Huang
• Format: Thesis-Doctor of Philosophy
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Business::Marketing
• Online Access: https://hdl.handle.net/10356/164769
• Institution: Nanyang Technological University

This thesis investigates two different topics of brand communication and their consequences on consumer perception and behavior. Chapter 1 investigates the influence of logo complexity on brand perception. Specifically, logo complexity (simplicity) activates a prestigious (approachable) brand image. Perceived intricacy of product design underlies the effect of logo complexity on perceived brand prestige, while processing fluency underlies the effect of logo simplicity on perceived brand approachability. These effects have downstream consequences on consumer choice of products. Chapter 2 examines personal branding in the context of social media. Specifically, bloggers who post indulgent (vs. healthy) consumption content on social media are perceived as warmer. The effect occurs because consumers believe that indulgent consumption is what people genuinely prefer, so indulgent (vs. healthy) consumption seems more authentic. This effect has downstream consequences on consumer choice of service providers and can boost engagement on Instagram.