Abstract:

This study focuses on consumer’s impression management behavior and tests the effect of face loss on consumer’s brand logo preference. The results indicate that consumers that losing their face will more likely prefer to the products with prominent brand logos, and face loss’s effect on prominent brand logo preference is mediated by face consumption intention. Several experiments are conducted to test the above effect in different product types and consumer groups. It suggests that for the products in a category with high potential to signal status and the low self-esteem consumers, face loss has more effect on consumer’s brand logo preference.

Key words: Face loss, Brand logo, Face consumption