13 documents found, page 1 of 2
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...
Same design, same response? Investigating natural designs in international logos
Torres, Anna; Machado, Joana César; Carvalho, Leonor Vacas de; Velden, Michel van de; 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...
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...
The impact of naturalness on affective response to logo design: A cross-nationa...
Machado, Joana César; Torres, Anna; Vacas de Carvalho, Leonor; Costa, PatrícioLiterature 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...
Design, personality traits and consumer responses to brand logos
Machado, Joana César; Torres, Anna; Vacas de Carvalho, Leonor; Costa, PatrícioDespite 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...
The impact of personality and design on consumer responses to logos
Machado, Joana César; Vacas-de-Carvalho, Leonor; Torres, Anna; Costa, PatrícioLogo design is a critical element in building consumers’ perceptions of a brand because it can evoke strong associations (Aaker, 1991; Schmitt and Simonson, 1997) and should translate into brand equity (Orth and Malkewitz, 2008). According to previous research, aesthetic logo designs can enhance brand commitment (Park et al., 2013) and elicit strong affective responses (Bloch, 1995). Such affective reactions to...
Design, personality traits and consumer response to brand logos
Machado, Joana; Torres, Anna; Carvalho, Leonor Vacas de; Costa, PatrícioDespite 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...
Brand logo design: examining consumer response to naturalness
Machado, Joana Machado; Vacas-de-Carvalho, Leonor; Torres, Anna; Costa, PatrícioPurpose – 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, ...
Brand logo design: examining consumer response to naturalness
Machado, Joana César; Carvalho, Leonor Vacas de; Torres, Anna; Costa, PatrícioPurpose – 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, ...
Logo design: examining consumer response to figurativeness across cultures
Machado, Joana César; Vacas de Carvalho, Leonor; Torres, Anna; Van de Velden, Michel; Costa, PatrícioLiterature 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...