Graduate Research

Yingtong Bu, thesis, executive summary

Fanyi Cheng, thesis, executive summary

Tiantong Yang, thesis

Abstract

This research sought to determine how US companies' logo redesign impact brand attitude among Chinese customers. An Online survey will conduct through Qualtrics with a sample of up to 150 Chinese students who currently enroll in Rochester Institute of Technology. Based on Henderson and Cote's theory and semantic differential scale, there are three questions that the research needs to be addressed: (1) Does logo redesign impact Chinese consumers for their attitude to the selected brands? (2) If so, which dimensions of logo change have the most significant influence on brand attitude to Chinese customers? (3) Is there a change in brand attitude between Chinese with abroad and the Chinese consumer in China?

The expected benefit from the research is to assist American companies in logo redesign via helping them understand the brand attitude of Chinese customers, additionally offering practical advice for logo designers.