Effect of Brand Logo Type on Attitude toward Far Brand Extension : Mediating Role of Construal Level and Perceived Brand Breadth

Most previous studies have focused on the negative effects of far brand extensions. However, this study aimed to explore the possibility of positive responses to far extensions when using symbol (non-word) marks instead of word marks. Specifically, we investigated whether brand logo type influences attitudes toward far brand extensions and examined the sequential mediation effect of construal level and perceived brand breadth on this relationship, moderated by mental imagery. As a result of Experiment 1 revealed a significant difference in attitudes toward far brand extensions between groups exposed to McDonald's symbol and word marks. A sequential mediation effect was found: individuals exposed to the symbol mark exhibited higher levels of construal and perceived brand breadth, leading to more positive attitudes toward far extensions. Experiment 2 employed Gompyo's symbol and word marks as stimuli and measured mental imagery as a moderator. The direct effect of brand logo type on attitudes toward far brand extensions and the sequential mediation effect through construal level and perceived brand breadth were confirmed. Additionally, a moderated mediation effect of mental imagery was observed. Specifically, higher levels of mental imagery were associated with increased construal level and perceived brand breadth, which in turn positively influenced attitudes toward far brand extensions.