GENERATIONAL PERSPECTIVES ON LOGO COMPLEXITY: INFLUENCING LUXURY PERCEPTION AND PURCHASE INTENTION

Yueran Zhang^*

• United International College, Zhuhai, China

This study offers branding guidance for fashion brands in the new economic landscape, examining brand identity complexity, luxury perception, and purchase intention, with a focus on generational differences. Using self-reported questionnaires, two experimental studies were conducted. In Study 1, linear regression analysis revealed that complex logos have a positive influence on purchase intention (B = 0.533, p < 0.001), with luxury perception partially mediating this relationship (B = 0.179, p < 0.001). In Study 2, hierarchical regression analysis revealed that generational differences did not moderate the relationship between complexity and luxury perception; however, they did affect the relationships between complexity and purchase intention, as well as luxury perception and purchase intention (ΔR² = 0.008, p < 0.01; ΔR² = 0.007, p < 0.01).These findings suggest that emerging brands should consider using more complex logos to enhance perceived value. In contrast, established brands may benefit more from reinforcing brand consistency and incorporating subtle luxury cues. Although perceived luxury remains stable across age groups, tailored communication strategies, for example, emphasizing innovation to Gen Z and craftsmanship to Gen X, may optimize generational alignment.