Purpose – The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld computers). The aim is to study how consumers combine two categories (e.g. “handheld products” and “computers”)...

In two studies, we investigate how differences in self-construal patterns affect preferences for consumption symbols through the process of self-expression. The results of Study 1 demonstrate that individuals with a dominant independent self-construal bold attitudes that allow them to express...

Guidelines for designing visual brand stimuli are developed using logo evaluations in China and Singapore. Significant relationships were found between design elements and such desired consumer responses as positive affect, quality perceptions, recognition, consensus in meaning, and geomancy....