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Book of Abstracts of the XIX Iberian International Business Conference

The 2024 conference theme, "International Business in a Digital World: Challenges and Opportunities," invited deep reflection on how movements in the digital world, including AI, are driving changes in global markets. This year's focus explored the integration of digital technologies, from cryptocurrencies to AI, into international business strategies, their impact on market dynamics, and the ethical, regulator...

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...

The impact of naturalness on affective response to logo design: A cross-nationa...

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logos significantly influences consumer responses. Yet, despite the fact that companies invest significant amounts of time and money promoting, updating and changing their logos, empirical studies of logo design issues are rare. In particular, there is little systematic research on the effect of logo design across different cult...

Visual Effects of Logo on the Attentional Filter and Perception

The purpose of this project is to understand the effects of different logo design elements (i.e. spatial frequency, contrast sensitivity, and colour) to assess their effectiveness at gaining the attention of consumers. The propensity of elemental changes to break through the attentional filter is expected to provide insight into the decisions made about brand logo design to improve the likelihood that a logo ca...

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

In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook.

Design, personality traits and consumer responses 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...

Visual effects of logo on the attentional filter and perception

Gestão - Introdução e Desenvolvimentos

Este livro tem por principal objectivo constituir um manual para os estudantes de Gestão iniciarem o estudo dos conceitos fundamentais e da sua evolução enquanto corpo integrado de conhecimento, do ciclo da tomada de decisão do gestor das suas principais fases e competências comportamentais, das áreas funcionais das organizações de que se ocupam os gestores e alguns dos principais temas que nos nossos tempos re...

Logo design: examining consumer response to figurativeness across cultures

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 o...

Brand Mergers: Examining Consumer Responses to Name and Logo Design

It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Yet research on this topic is relatively limited. This study contributes to the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regardi...