Brand prominence has emerged in the last years as a promising research area in luxury marketing. The present research looks at extending our current understanding of the role played by the conspicuousness of a brand’s trademark or logo on consumers’ purchase intentions. Drawing from qualitative (semi-structured interviews) and quantitative (online questionnaire) research methods, we explore the impact of logo size (small vs. large) and nature of products (high street vs. luxury) on consumers’ attitudes towards products, intention to buy and willingness to pay. The explorative qualitative part features semi-structure interviews to understand luxury consumers’ opinions on brand prominence. The quantitative part features a 2 (prominence: low vs high) x2 (luxuriousness: high street vs luxury) mixed factorial design. Participants are first presented with images of t-shirts with varying logo sizes (small vs large; prominence: low vs high) and varying brands (luxuriousness: high street vs luxury) before answering a series of questions in relation to their products and brand preferences. This research carries both theoretical and managerial implications. In terms of theoretical implications, it contributes to a better understanding of brand prominence, and the difference between high street vs luxury brands in terms of consumer perception. In terms of managerial implications, it can help marketers to optimise the size of a logo and brand name depending on the nature of the brand they work with.

Viral video advertising as a branded entertainment has shown its potential to overcome consumer skepticism by spreading the brand message through individuals’ social connection. Although brand placement prominence and brand disclosure may be critical factors that influence forwarding intention in the viral video ad context, less research has examined these relationship. To fill these gaps, this study aims 1) to examine the psychological mechanisms through which the brand placement prominence influences consumers’ forwarding intention of viral video advertising, and 2) to investigate the potential moderating role of brand disclosure timing. This study shows that the level of brand prominence in a viral video ad is an important factor influencing viewers’ forwarding intention sequentially mediated by persuasion knowledge, critical processing and enjoyment. The moderating role of brand disclosure timing investigated in the current study suggests that when the branded viral video has a high level of brand prominence, post brand disclosure leads to a higher forwarding intention compared to the prior brand disclosure.

This study sets out to examine how status consumption and prominence of brand markings influence consumer’s desire to purchase luxury fashion goods. Significant findings include emotional value’s powerful influence over purchase intention of luxury goods, and the empirical differences observed between two levels of brand prominence.