This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).

• Sangdo Oh(UNIST)
• Chaeho Lee(UNIST)
• Sukki Yoon(Bryant University, USA)
• Kacy K. Kim(Elon University, USA)
• Yung Kyun Choi(Dongguk University, USA)