Brand Logo and Firm Performance: A Moderated Mediating Effect Test

Abstract

Abstract: As an important visual asset, logo plays a critical role in firms’ customer communication and corporate image building. Drawing upon the example of the retail enterprises in Global 500 of 2019, this study uses moderated mediating model to explore the effect of brand logo on firm performance, as well as its mechanism. Results show that there is a significant positive relationship between brand logo and firm performance when other factors remain unaltered. Further mechanism analysis finds that logo leads to a higher profitability by enhancing consumer brand loyalty. The test of moderated mediating effect indicates that consumer familiarity has no influence on the relationship between logo and brand loyalty, but it weakens the positive effect of brand loyalty on firm profitability. This paper expands the relevant theories on the relationship between brand logo and enterprise performance and the underlying mechanism, and has certain practical value for firms to design a logo that can help them improve performance.

Key words: brand logo, firm performance, brand loyalty, familiarity

Zhu Bangzhu, Han Le. Brand Logo and Firm Performance: A Moderated Mediating Effect Test[J]. Management Review, 2024, 36(7): 193-206.

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