Exploring Power Distance Belief in Logo Evaluation: A Case of Luxury Fashion Brands’ Name-Only Logos

This research examines the role of power distance belief (PDB) in shaping consumer evaluations of luxury fashion brands’ name-only logos. A series of studies reveals that consumers with high PDB evaluate a luxury fashion brand’s name-only logo more favorably than low PDB consumers (preliminary study and study 1). This preference is driven by the perceived effectiveness of the logo as a clear status signal (study 1) and is exclusive to the luxury brand context (study 2). These findings contribute to logo design literature and offer practical implications for brand managers.