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ABSTRACT
This study investigates the effect of the type of logo used to promote co-products. In the case of an added logo, the logos of the constituent brands are lined up next to each other. An integrative logo is composed of the elements of both original brand logos. A novel logo does not contain any elements of the original brand logos. We found that the use of an integrative logo results in more favourable perceptions of brand cooperation, higher perceptions of co-product quality, more positive feelings and a more favourable attitude towards the co-product compared to the use of an added or novel logo. For a novel logo of co-products, consumers reported feelings of irritation and frustration and a less favourable attitude compared to an added logo.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Antonia Kraus
Antonia Kraus is a research assistant at the faculty of business administration and economics at the University of Augsburg.
Heribert Gierl
Heribert Gierl is a professor of marketing at the faculty of business administration and economics at the University of Augsburg. His research interests include advertising effectiveness, consumer behaviour and brand extensions. His publications include International Journal of Research in Marketing, Psychology & Marketing, Marketing Letters and OR Spektrum.