Effect Of Brand Logos On Consumer Perception For Women's Dress

Clothing brand logo,as a visual symbol,not only conveys the design concept of products and the cultural connotation of fashion enterprises,but also gives the products a visual aesthetics and added value by the combination with the apparel products.A Consumers associate brand image with brand value in his mind by identifying the brand logo,then formed perception of brand product and brand equity preference.Relevant literatures show that the existing researches have paid too much attention to the discussion of the brand logo itself while ignoring its influence on consumers and their perceived behaviors.Therefore,in the current study,effects of logo on product perception behaviors and brain activities were explored focusing on emotional preference,quality perception,visual aesthetics and value perception.Based on the theory of product perception,the present study explored the influence of logos with different brand awareness on consumer product perception.Firstly,two kinds of logos,one with six well-known brands and the other with six less well-known brands,were rated and selected from fashion brands through market research and questionnaires.Then,each kind of logos was further classified into three high-value brands and three low-value brands.Finally,the behavioral experiment and ERP experiment were conducted aiming at the picture stimuli with and without logos.The results show that:(1)The brand logo has a significant impact on participants' perception evaluation.Among them,the brand positioning is the key factor.When there were logos,the perception evaluation of luxury brands was higher than that of mass brands.(2)The popularity of brand logo also has an important effect on product perception evaluation.Wellknown brands are more remarkable than unknown brands.(3)The difficulty was increased in evaluating the product emotional preferences and visualaesthetic,while it was reduced in evaluating the product quality and value with the logo emergence.(4)The physical attributes of brand logo and apparel pictures have no impact on the early perception processing in the emotional preferences and visual aesthetic evaluation,but have a significant influence in the quality and value evaluation.(5)In the stimulus recognition and classification process,product perception assessment induced a clear P2 component that reflects the automatic,rapid,and low-level information processing in the brain.(6)During the advanced stage of product perception,the left hemisphere brain induced a larger P300 component with brand logos,which indicated that the brain invested more attention resources in brand logo information,and it has caused the left hemisphere lateralization effect in the process of resource allocation.(7)In the judgment of stimulus conflict,the N400 component in the right hemisphere was significantly increased with brand logos,revealing the conformity judging process of the brand logo information and apparel products,and the right frontal lobe and fronto-temporal joint area have more active advantages.This study investigated the influence of brand logo on product perception for women's dress using behavioral experiments and ERP experiments,and has a certain theoretical value and practical value to some extent.