Research On The Influence That Personality Interpretation Made On Brand Initial Trust

As companies are paying much more attention on expression of their own values and ideologies to customers through brand Logos in terms of broadcasting themselves,they are trying to find effective ways when realizing the significance of brand Logo and their lack of guiding theory.In this paper,we focus on the Interpretation of brand Logo,and hope to enrich the theories in it,which can in turn to provide some practical references for companies'marketing strategies.We propose to interpret brand Logo from the point of warmth and competence based on stereotype content model and brand personality.Furthermore,we explore the influence that the interaction between interpretation of brand Logo personality and product type makes on consumer by utilizing Maslow's hierarchy of needs theory.We conduct two subsequent studies to verify our assumptions.In Study 1,we manipulate the study by using the brand that already existed before.we divide 100 students from Shenzhen University into 2(Brand Logo Personality Interpretation:Warmth vs.Competence)*2(Product Type:Search vs.Experience)to test their initial trust on the given brands.Result of Study 1 reveals the influence that the interaction between interpretation of brand Logo personality and product type has on the initial brand trust,and shows that when making an opposite interpretation to a brand Logo of search goods or experience goods,the initial brand trust will be prompted consequently.To be more specific,search goods brings less perceptive threats in their instinct,which basically meet customers' low-level safety needs.Thus,given the need of higher level pursuits(emotional),it's more attractive to interpret the brand logo in a warm way.However for experience goods,they lack the ability to give customers enough safety due to their own attributes,there'll be more initial trust when the customers are served with the interpretation in a more competent way.In Study 2,aiming to dig deep into the mediating effect inside the influence and complement the defect in Study 1,we employ brands that were designed by ourselves to manipulate the study.Results again confirms the influence in Study 1 and conclude that there's mediating effect of psychological distance.These findings was derived from the point of interpretation on brand personality innovatively,which expanded and enriched the extent of researches in brand Logo and its interpretation.As with the practices of marketing management,our results will give some guidance to companies on choosing the proper way to interpretation their Logos to attract more initial brand trust from customers.