Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures
Abstract
This research demonstrates that interstitial space in textual brand logos—that is, spacious (vs. compact) arrangement of letters—unfavorably influences brand attitude by reducing product safety perceptions. When potential threats are salient, the effect tends to occur within tight (but not loose) cultures, characterized by sensitivity to threats and a need for rigid social structures. When threats are not salient, the effect appears to occur...
Paper Details
Title
Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures
Published Date
Feb 18, 2021
Journal
Volume
48
Issue
3
Pages
474 - 491
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Notes
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