Abstract Understanding product packaging of consumer goods, especially the food and drink category, continues to be vitally important as more and more product options abound. Thus, the present research explores the role of brand logo location on consumers’ perceptions of a product. Utilizing conceptual metaphor theory, we seek to understand the impact of brand logo locations in two unique studies. Study 1 examines effects of brand logo location and positive and negative product descriptors on consumer reaction times via the Stroop task. The findings suggest that consumers evaluate positive words more quickly when they are positioned higher, however there is no significant difference for negative words. Study 2 seeks to increase the realism by introducing products in an online environment into the experiment and altering the variables under study. The results suggest that purchase intentions and willingness to recommend a product are influenced by the brand logo location, due to the indirect effect of perceived quality. Thus, brands that are able to position the brand logo higher on the packaging, regardless of brand familiarity, are likely to have more favorable perceptions.

中文翻译：

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高或低：品牌标志位置对消费者产品认知的影响

摘要 随着越来越多的产品选择，了解消费品的产品包装，尤其是食品和饮料类别，仍然至关重要。因此，本研究探讨了品牌标志位置对消费者对产品感知的作用。利用概念隐喻理论，我们试图在两项独特的研究中了解品牌标志位置的影响。研究 1 通过 Stroop 任务检查品牌标识位置和正面和负面的产品描述对消费者反应时间的影响。研究结果表明，当正面词的位置较高时，消费者会更快地评估正面词，但负面词没有显着差异。研究 2 试图通过将在线环境中的产品引入实验并改变研究中的变量来增加真实感。结果表明，由于感知质量的间接影响，购买意愿和推荐产品的意愿受品牌标识位置的影响。因此，无论品牌熟悉度如何，能够将品牌标志定位在包装上更高位置的品牌都可能有更受欢迎的认知。