The effects of logo change

: how logo preference and brand reputation shape purchase intention : a case of KIA

Abstract

This study explores the impact of logo preference on purchase intention in the automotive sector, using KIA’s logo redesign as a case study. It examines whether brand usage and brand reputation moderate this relationship, shedding light on how consumers react to visual identity changes in well-established brands. A mixed-methods approach was applied, combining qualitative interviews with a quantitative survey (N = 93). The survey assessed logo preference, purchase intention, brand usage, and brand reputation. Regression analysis found no direct effect of logo preference on purchase intention, and brand usage did not significantly moderate this relationship. However, an alternative ANOVA test revealed that brand usage does play a moderating role, suggesting that consumers' previous experience with KIA influences how they perceive and respond to the logo change. Notably, KIA users exhibited lower purchase intention than non-users, indicating that existing customers may be more critical of the logo changes. Additionally, brand reputation emerged as the strongest predictor of purchase intention, reinforcing its crucial role in consumer decision-making. These findings suggest that while a logo change can shape brand perception, its effect on purchase behavior is limited. Instead, consumer trust and prior experiences with the brand significantly impact their willingness to buy. For marketers, this highlights the need to prioritize reputation management and customer satisfaction over purely aesthetic changes. Future research should replicate this study with a larger sample to better understand the nuanced effects of brand usage and further validate the moderating role observed in ANOVA analysis.

Date of Award	23 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)