Logo design: examining consumer response to figurativeness across cultures

Detalhes bibliográficos
Autor(a) principal: Machado, Joana César
Data de Publicação: 2014
Outros Autores: Vacas de Carvalho, Leonor, Torres, Anna, Van de Velden, Michel, Costa, Patrício
Tipo de documento: Artigo
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10174/13454
Resumo: Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of the different categories of figurative logo designs on consumer response. Through two studies in three countries, this research sheds light on consumer logo preferences, by investigating the psychological properties of the figurativeness of logo design. Results showed that figurativeness is an essential design element that significantly influences affective responses. Moreover, results suggest that natural designs are clearly preferred, and that the appeal of the different categories of figurative designs seems to be universal.
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spelling Logo design: examining consumer response to figurativeness across culturesBrand Logo DesignConsumer ResponseNational CulturesLiterature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of the different categories of figurative logo designs on consumer response. Through two studies in three countries, this research sheds light on consumer logo preferences, by investigating the psychological properties of the figurativeness of logo design. Results showed that figurativeness is an essential design element that significantly influences affective responses. Moreover, results suggest that natural designs are clearly preferred, and that the appeal of the different categories of figurative designs seems to be universal.EMAC (European Marketing Academy)2015-03-20T15:07:48Z2015-03-202014-06-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/13454http://hdl.handle.net/10174/13454porMachado, J., Vacas-Carvalho, L. Torres, A., van de Velden, M. and Costa, P. (2014), “Brand logo design: examining consumer response to figurativeness across cultures”, 43rd EMAC Annual Conference, Valencia, 3-6 June, 2014, ISBN: 978-84-370-9453-3978-84-370-9453-3jcmachado@porto.ucp.ptleonorvc@uevora.ptanna.torres@upf.eduvandevelden@ese.eur.nlpcosta@ecsaude.uminho.pt662Machado, Joana CésarVacas de Carvalho, LeonorTorres, AnnaVan de Velden, MichelCosta, 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:RCAAP2024-01-03T18:58:55Zoai:dspace.uevora.pt:10174/13454Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:06:53.605337Repositório 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 Logo design: examining consumer response to figurativeness across cultures
title Logo design: examining consumer response to figurativeness across cultures
spellingShingle Logo design: examining consumer response to figurativeness across cultures
Machado, Joana César
Brand Logo Design
Consumer Response
National Cultures
title_short Logo design: examining consumer response to figurativeness across cultures
title_full Logo design: examining consumer response to figurativeness across cultures
title_fullStr Logo design: examining consumer response to figurativeness across cultures
title_full_unstemmed Logo design: examining consumer response to figurativeness across cultures
title_sort Logo design: examining consumer response to figurativeness across cultures
author Machado, Joana César
author_facet Machado, Joana César
Vacas de Carvalho, Leonor
Torres, Anna
Van de Velden, Michel
Costa, Patrício
author_role author
author2 Vacas de Carvalho, Leonor
Torres, Anna
Van de Velden, Michel
Costa, Patrício
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Machado, Joana César
Vacas de Carvalho, Leonor
Torres, Anna
Van de Velden, Michel
Costa, Patrício
dc.subject.por.fl_str_mv Brand Logo Design
Consumer Response
National Cultures
topic Brand Logo Design
Consumer Response
National Cultures
description Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of the different categories of figurative logo designs on consumer response. Through two studies in three countries, this research sheds light on consumer logo preferences, by investigating the psychological properties of the figurativeness of logo design. Results showed that figurativeness is an essential design element that significantly influences affective responses. Moreover, results suggest that natural designs are clearly preferred, and that the appeal of the different categories of figurative designs seems to be universal.
publishDate 2014
dc.date.none.fl_str_mv 2014-06-03T00:00:00Z
2015-03-20T15:07:48Z
2015-03-20
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/10174/13454
http://hdl.handle.net/10174/13454
url http://hdl.handle.net/10174/13454
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv Machado, J., Vacas-Carvalho, L. Torres, A., van de Velden, M. and Costa, P. (2014), “Brand logo design: examining consumer response to figurativeness across cultures”, 43rd EMAC Annual Conference, Valencia, 3-6 June, 2014, ISBN: 978-84-370-9453-3
978-84-370-9453-3
jcmachado@porto.ucp.pt
leonorvc@uevora.pt
anna.torres@upf.edu
vandevelden@ese.eur.nl
pcosta@ecsaude.uminho.pt
662
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv EMAC (European Marketing Academy)
publisher.none.fl_str_mv EMAC (European Marketing Academy)
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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