”Brand logo design: Examining consumer response to figurativeness”

Detalhes bibliográficos
Autor(a) principal: Cesar - Machado, Joana
Data de Publicação: 2013
Outros Autores: Vacas-de-Carvalho, Leonor, Torres, Anna, Costa, Patrício
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10174/10385
Resumo: In a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence of logo design characteristics, and particularly of figurativeness, on consumers’ responses. In two studies, this research will try to shed light on consumer logo preferences, by investigating psychological properties of figurativeness. Firstly, this research will allow classifying a significant sample of international logos according to the figurativeness of logo design. Then, this study will evaluate affect towards logo design.
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spelling ”Brand logo design: Examining consumer response to figurativeness”Brand logosBrand logo designConsumer responseIn a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence of logo design characteristics, and particularly of figurativeness, on consumers’ responses. In two studies, this research will try to shed light on consumer logo preferences, by investigating psychological properties of figurativeness. Firstly, this research will allow classifying a significant sample of international logos according to the figurativeness of logo design. Then, this study will evaluate affect towards logo design.EMAC2014-01-30T11:40:15Z2014-01-302013-06-04T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/10385http://hdl.handle.net/10174/10385engCésar-Machado, J., Vacas-de-Carvalho, L., Torres, A. and Costa, P.;. ”Brand logo design: Examining consumer response to figurativeness”, 42nd EMAC Annual Conference, European Marketing Academy, Istambul, June 4-7 2013.ndleonorvc@uevora.ptndnd662Cesar - Machado, JoanaVacas-de-Carvalho, LeonorTorres, AnnaCosta, Patrícioinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-03T18:53:12Zoai:dspace.uevora.pt:10174/10385Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:04:17.025767Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv ”Brand logo design: Examining consumer response to figurativeness”
title ”Brand logo design: Examining consumer response to figurativeness”
spellingShingle ”Brand logo design: Examining consumer response to figurativeness”
Cesar - Machado, Joana
Brand logos
Brand logo design
Consumer response
title_short ”Brand logo design: Examining consumer response to figurativeness”
title_full ”Brand logo design: Examining consumer response to figurativeness”
title_fullStr ”Brand logo design: Examining consumer response to figurativeness”
title_full_unstemmed ”Brand logo design: Examining consumer response to figurativeness”
title_sort ”Brand logo design: Examining consumer response to figurativeness”
author Cesar - Machado, Joana
author_facet Cesar - Machado, Joana
Vacas-de-Carvalho, Leonor
Torres, Anna
Costa, Patrício
author_role author
author2 Vacas-de-Carvalho, Leonor
Torres, Anna
Costa, Patrício
author2_role author
author
author
dc.contributor.author.fl_str_mv Cesar - Machado, Joana
Vacas-de-Carvalho, Leonor
Torres, Anna
Costa, Patrício
dc.subject.por.fl_str_mv Brand logos
Brand logo design
Consumer response
topic Brand logos
Brand logo design
Consumer response
description In a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence of logo design characteristics, and particularly of figurativeness, on consumers’ responses. In two studies, this research will try to shed light on consumer logo preferences, by investigating psychological properties of figurativeness. Firstly, this research will allow classifying a significant sample of international logos according to the figurativeness of logo design. Then, this study will evaluate affect towards logo design.
publishDate 2013
dc.date.none.fl_str_mv 2013-06-04T00:00:00Z
2014-01-30T11:40:15Z
2014-01-30
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10174/10385
http://hdl.handle.net/10174/10385
url http://hdl.handle.net/10174/10385
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv César-Machado, J., Vacas-de-Carvalho, L., Torres, A. and Costa, P.;. ”Brand logo design: Examining consumer response to figurativeness”, 42nd EMAC Annual Conference, European Marketing Academy, Istambul, June 4-7 2013.
nd
leonorvc@uevora.pt
nd
nd
662
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv EMAC
publisher.none.fl_str_mv EMAC
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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