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Title: ”Brand logo design: Examining consumer response to figurativeness”
Authors: Cesar - Machado, Joana
Vacas-de-Carvalho, Leonor
Torres, Anna
Costa, Patrício
Editors: Karaosmanoğlu, Elif
Baş, A. Banu Elmadağ
Keywords: Brand logos
Brand logo design
Consumer response
Issue Date: 4-Jun-2013
Publisher: EMAC
Citation: César-Machado, J., Vacas-de-Carvalho, L., Torres, A. and Costa, P.;. ”Brand logo design: Examining consumer response to figurativeness”, 42nd EMAC Annual Conference, European Marketing Academy, Istambul, June 4-7 2013.
Abstract: In a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence of logo design characteristics, and particularly of figurativeness, on consumers’ responses. In two studies, this research will try to shed light on consumer logo preferences, by investigating psychological properties of figurativeness. Firstly, this research will allow classifying a significant sample of international logos according to the figurativeness of logo design. Then, this study will evaluate affect towards logo design.
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

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