This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study examines whether brand names or visual symbols as logos are more effective at creating these benefits and whether or not the impact of the three aforementioned brand logo benefits on customer brand commitment and firm performance is contingent on the extent to which a firm leverages its brand (i.e., employs brand extensions to different product categories).
Related Content
The power of triple contexts on customer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective
Despite academic consensus on the concomitant power of triple contexts (country, industry and firm) for business, debates remain as to which context plays more salient a role to drive brand performance. This paper investigates how the triple contexts affect customers’ views of corporate brands ...


Sustainability as corporate culture of a brand for superior performance
Sustainability research highlights new challenges and opportunities for businesses. This paper reviews the literature to understand the ability of sustainable green initiatives when practiced as a corporate culture to individually create new opportunities for operations, management and marketing....
Effects of Informal Institutions on the Performance of Microenterprises in the Philippines: The Mediating Role of Entrepreneurial Orientation
The study investigates the effects of informal institutions and entrepreneurial orientation on the performance of microenterprises at the subnational level within a developing country context. Using structural equation modeling based on a large-scale survey of 735 microenterprises in the Philippi...


Do innovators perform abroad? Findings from two producer's service sectors
This research explores the relationship between service innovation and international development in producers' service firms. A theoretical model explaining how firms achieve international performance is tested using the partial least-squares (PLS) method. Data are obtained from a specific survey...
Exploring the role of dynamic capabilities in firm performance under the resource-based view framework
This study investigates the role of dynamic capabilities in the resource-based view framework, and also explores the relationships among different resources, different dynamic capabilities and firm performance. Employing samples of top 1000 Taiwanese companies, the findings show that dynamic capa...

Entrepreneurial orientation and performance in young firms: The role of human resource management
This article examines the effects of managerial practice and philosophy variables – high-performance work systems (HPWS) and partnership philosophy – on the relationship between entrepreneurial orientation (EO) and sales growth. The results from a sample of 119 young high-technology f...
Corporate social reporting: The Hershey Company's Corporate Social Responsibility Report: a case study
On 13 September 2010, in honour of the birthday of founder Milton S. Hershey, The Hershey Company published its first ever Corporate Social Responsibility Report based on the 2009 performance of the firm regarding financial, environmental and social metrics. Although the report confirmed the esta...

Executive accountability around the world: Sources of cross-national variation in firm performance-CEO dismissal sensitivity
In this study, the authors investigate why CEOs seem to be held more accountable for poor firm performance in some countries than others. The article integrates research from comparative corporate governance and agency theory to identify and evaluate four fundamental assumptions underlying most t...
The impact of knowledge sharing on firm performance: an empirical investigation of information technology firms
In the knowledge run economy, firm's ability to implement knowledge-based activities becomes increasingly vital for the sustenance of competitive advantage. To foster this process, the role of knowledge sharing is very crucial. The purpose of this study is to investigate the role of task characte...

Jordanian Evidence for the Pay-Performance Relation
The intention of the study is to test the pay-performance relation for the Jordanian manufacturing firms listed on the Amman Stock Exchange during the period 2000-201Using two regression methods; the Ordinary Least Square Method, and the Fixed Effect Method, three models were tested. All three mo...