Purpose The purpose of this paper is to test the brand elongation effect which is defined as the impacts of the aspect ratio of logo on consumers’ temporal property assessment and brand evaluation. Design/methodology/approach This paper provides a theory with experiments. Findings The brand elongation effect that strip-shaped logos can make consumers perceive temporal property longer than square-shaped logos has been testified with three pairs fictional logos and one pair real-life one. The valence of temporal property moderates the effect on evaluation of temporal property. The perceived temporal length mediated the shape effect on brand evaluation only when the temporal property is important (vs unimportant) for the product. Research limitations/implications This study only deals with the elongation effect of logos’ aspect ratio, without discussing the impact of color, angle/roundness or other graphic properties of logos on consumer attitudes. Practical implications This study not only provides empirical supports to update brand logos but also further illustrates that some subtle properties of logos can result in influences that are both significant and substantial. Originality/value This research enriches the literature of branding and metaphorical cognition. The findings of this study provide direct implications for brand managers to design logos and manage multi-shape brand logos.

中文翻译：

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品牌延伸效应：徽标形状对产品时间特性评估和品牌评估的影响

目的本文的目的是测试品牌延伸效应，该效应定义为徽标长宽比对消费者的时间属性评估和品牌评估的影响。设计/方法论/方法本文提供了一个带有实验的理论。结论带状徽标可以使消费者感知时间属性的效果比方形徽标更长，这已通过三对虚构徽标和一对真实徽标得到证明。时态的化合价缓和了对时态性评估的影响。仅当时间属性对产品重要（相对不重要）时，感知的时间长度才对品牌评价产生影响。研究局限性/含义本研究仅涉及徽标长宽比的延长效应，而不讨论徽标的颜色，角度/圆度或其他图形属性对消费者态度的影响。实际意义该研究不仅为更新品牌徽标提供了经验支持，而且还进一步说明了徽标的某些微妙特性可能会产生重大影响。原创性/价值这项研究丰富了品牌和隐喻认知的文献。这项研究的发现为品牌经理设计徽标和管理多种形状的徽标提供了直接的含义。实际意义该研究不仅为更新品牌徽标提供了经验支持，而且还进一步说明了徽标的某些微妙特性可能会产生重大影响。原创性/价值这项研究丰富了品牌和隐喻认知的文献。这项研究的发现为品牌经理设计徽标和管理多种形状的徽标提供了直接的含义。实际意义该研究不仅为更新品牌徽标提供了经验支持，而且还进一步说明了徽标的某些微妙特性可能会产生重大影响。原创性/价值这项研究丰富了品牌和隐喻认知的文献。这项研究的发现为品牌经理设计徽标和管理多种形状的徽标提供了直接的含义。