Let the logo do the talking: The influence of logo descriptiveness on brand equity
Luffarelli, Mukesh and Mahmood report six studies in which more descriptive logos improved consumer evaluations, purchase intentions and business performance. They attribute the effect to processing fluency and perceived authenticity. The benefit was smaller for familiar brands. The full text was not read, so no sample sizes or effect sizes are used.
Luffarelli, Mukesh and Mahmood report six studies in which more descriptive logos improved consumer evaluations, purchase intentions and business performance. They attribute the effect to processing fluency and perceived authenticity. The benefit was smaller for familiar brands. The full text was not read, so no sample sizes or effect sizes are used.
Written from the abstract and bibliographic record, 2026-11-03.
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Recorded when this source was checked, figures included, with page references and quotation marks removed.
Luffarelli, J., Mukesh, M., & Mahmood, A. (2019). Let the logo do the talking: The influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5). doi:10.1177/0022243719845000 https://doi.org/10.1177/0022243719845000