Yushen Dong
Pronouns: He/Him
Research Mentor(s): Jin Sung
Research Mentor School/College/Department: Marketing / Business
Program:
Authors: Jin Sung, Yushen Dong
Session: Session 2: 10:00 am – 10:50 am
Poster: 95
Abstract
This study investigates brand iconicity and its influence on consumer purchase intentions, emphasizing the effectiveness of iconicity advertising. It identifies five key dimensions of brand iconicity—symbolism, instant recognizability, wide esteem, timelessness, and distinctiveness—and explores their impact on marketing outcomes. Findings reveal that iconic brands enhance consumer awareness and appeal, especially when paired with celebrity endorsements, and are more likely to be chosen by consumers due to their unique attributes. Additionally, consumers are willing to pay premium prices for iconic brands, highlighting the economic benefits of achieving iconic status. However, the impact on brand trust and resistance to negative information was minimal. This research contributes to a deeper understanding of how brand iconicity influences consumer behavior and offers insights for leveraging iconicity in marketing strategies.
