18 documents found, page 1 of 2

Livro de Atas das V Jornadas Científico-Pedagógicas de Inovação e Sustentabilid...

Bridging the gap between brand gender and brand loyalty on social media: explor...

Brand gender has been suggested to influence consumer’s responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using ...

Same design, same response? Investigating natural designs in international logos

Purpose - This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach - Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede's (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rati...

Same design, same response? Investigating natural designs in international logos

Purpose – This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach – Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede’s (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rati...

Design, personality traits and consumer response to brand logos

Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variable...

Motivations for consumer-brand engagement and consumer-based brand equity on Fa...

Purpose: In recent years, Facebook and other social media have become key players in branding activities. Yet, empirical research on consumer–brand interaction on Facebook is still needed, in particular research on consumer motivations for engaging with brands on social media. Understanding these motivations would provide brand managers a better understanding of their consumers. One of the aims of this research...

The impact of brand gender on consumer-brand engagement and consumer-based bran...

Brand logo design: examining consumer response to naturalness

Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, ...

Motivations to interact with brands on Facebook– Towards a typology of consumer...

Logo design: examining consumer response to figurativeness across cultures