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How do name and logo organicity influence cognitive responses? Analysing neural...
Lencastre, Paulo; Machado, Joana César; Martins, Carla; Costa, Patrício; Vacas-de-Carvalho, LeonorIn this research we will analyze the opposition between non-organic and organic names and logos, considered together in a single stimulus, and seek to confirm, through the analysis of neurological responses, whether organicity is a crucial requirement for the choice of brand name and logo, generating a greater capacity for attention and memorization.
The effect of brand names and logos’ figurativeness on memory: an experimental ...
Lencastre, Paulo de; Machado, Joana César; Costa, PatrícioThis paper explores the opposition between abstract and figurative names and logos, considered together in a single stimulus. We created three experimental scenarios of fictitious names and logos, ranging from very abstract to very figurative stimuli. Findings show that figurativeness, and organicity as its extreme form, are key determinants of cognitive responses to names and logos. However, our most relevant ...
How does brand-cause fit influence the success of CrM campaigns?
Campelos, Inês Padilha; Silva, Susana Costa e; Machado, Joana CésarInvestment in Cause-Related Marketing (CrM) is growing, as consumers are becoming more socially concerned and demanding in terms of corporate socially responsible practices. Furthermore, the use of CrM can result in several benefits for the company, the cause supported and consumers. Since brand-cause fit is a key determinant of the success of CrM, this study will analyse the underlying factors that affect the ...
Same design, same response? Investigating natural designs in international logos
Torres, Anna; Machado, Joana César; Vacas de Carvalho, Leonor; van de Velden, Michel; Costa, PatrícioPurpose – 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...
Motives to engage with sports brands on Facebook and Instagram – the case of a ...
Machado, Joana César; Martins, Carla Carvalho; Ferreira, Frederico Correia; Silva, Susana Costa e; Duarte, Paulo AlexandrePurpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. ...
Bridging the gap between brand gender and brand loyalty on social media: explor...
Carvalho, Leonor Vacas de; Azar, Salim L.; Machado, Joana CésarBrand 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 ...
Brand logo and brand gender: examining the effects of natural logo designs and ...
Machado, Joana César; Fonseca, Beatriz; Martins, CarlaThis paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo designs effectively ...
Cause-related marketing in online environment: the role of brand-cause fit, per...
Silva, Susana Costa e; Duarte, Paulo; Machado, Joana César; Martins, CarlaThis article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identifica...
Same design, same response? Investigating natural designs in international logos
Torres, Anna; Machado, Joana César; Carvalho, Leonor Vacas de; Velden, Michel van de; Costa, Patrício SoaresPurpose – 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...
Brand gender and consumer-based brand equity on Facebook: The mediating role of...
Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, Salim L.; Andre, Ana Raquel; Santos, Barbara P.Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating roleofconsumer–brandengagement (CBE)andbrandlove(BL)onthisrelationship.Thisresearchwas conducted on Facebook, the dominant global social media platform. The hypotheses were tested using struct...