A brand logo has significant influences on consumer evaluations of a brand. However, little research has examined the effectiveness of brand logo design. The present research thus seeks to extend the literature in this area by examining how cuteness associated with a brand logo might produce a more favourable brand attitude. Across two experimental studies, this research provides empirical evidence that a cute (vs. non-cute) brand logo can increase positive consumer attitude toward a brand, especially among those experiencing the emotion of hope (but not happiness or a neutral emotional state). Further, this effect is driven by the perceptions among consumers feeling hopeful (but not happy) that a cute (vs. non-cute) brand logo has higher levels of growth potential. The findings of this research thus make theoretical implications on the literature on brand logo, cuteness, and emotion literature, and offer managerial implications in terms of brand logo design effectiveness.

品牌标志对消费者对品牌的评价具有重要影响。然而，很少有研究检查品牌标志设计的有效性。因此，本研究试图通过研究与品牌标志相关的可爱如何产生更有利的品牌态度来扩展该领域的文献。在两项实验研究中，这项研究提供了经验证据，表明一个可爱（与不可爱）的品牌标志可以增加消费者对品牌的积极态度，尤其是那些体验希望情绪（但不是幸福或中性情绪状态）的人。此外，这种效果是由消费者认为可爱（与不可爱）品牌标志具有更高增长潜力的看法驱动的。