关键词: 品牌标识, 水平位置, 视觉重量, 品牌权力, 产品类型

Abstract: Can consumers’ purchase intention be enhanced by the design of logo? The current study investigates the impact of horizontal location (right in the visual field vs. left in the visual field) of logo on consumers’ purchase intention through a series of three studies. Study 1 demonstrates that packaged product where logo positioned on the right visual field of packages is more likely to be purchased. Study 2 further establishes the serial mediation effect of perceived visual heaviness and brand power. In the study of 3, the moderating role of product type is examined. Specifically, for product for which heaviness is considered a positive attribute, brand of right-located logo on package is perceived heavier, more powerful, and product is more likely to be purchased than left ones. However, this difference does not occur for product for which heaviness is considered a negative attribute.

Key words:  , logo, horizontal location, perceived visual heaviness, brand power, product type