브랜드 로고의 컬러가 paradox 브랜드에 미치는 영향: 인지유연성을 중심으로

초록

With the acceleration of digital transformation, consumer purchasing behavior has rapidly shifted from offline to online environments. As a result, branding strategies are now required to respond more flexibly to the increasingly complex psychology of modern consumers. In this context, e-commerce has emerged as a platform that allows brands to connect directly with consumers, offering innovative opportunities for the construction and communication of brand identity. One of the most notable changes in brand identity is that contemporary consumers are increasingly attracted to brands that exhibit contradictory or dual characteristics—so-called paradox brands. This study investigated the concept of paradox brands, reflecting contradictions in abstract and symbolic aspects such as brand personality and brand value, and explored ways to increase favorable evaluations of these brands using brand logo color. In Study 1, it was found that consumers who encountered multicolored logos chose the paradox brand more frequently compared to those who encountered single-colored logos. In Study 2, it was confirmed that the color of a brand logo influences brand evaluation, mediated by cognitive flexibility. Additionally, this mediating effect of cognitive flexibility was found to be stronger for paradox brands than for non-paradox brands. Through this research, it was demonstrated that utilizing a multicolored brand logo enhances preference for the paradox brand, providing relatively effective strategies for companies to utilize brand logo colors.

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