Please use this identifier to cite or link to this item:

Title: Logo design: examining consumer response to figurativeness across cultures
Authors: Machado, Joana César
Vacas de Carvalho, Leonor
Torres, Anna
Van de Velden, Michel
Costa, Patrício
Editors: Bigné, Enrique
Keywords: Brand Logo Design
Consumer Response
National Cultures
Issue Date: 3-Jun-2014
Publisher: EMAC (European Marketing Academy)
Citation: Machado, J., Vacas-Carvalho, L. Torres, A., van de Velden, M. and Costa, P. (2014), “Brand logo design: examining consumer response to figurativeness across cultures”, 43rd EMAC Annual Conference, Valencia, 3-6 June, 2014, ISBN: 978-84-370-9453-3
Abstract: 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 of the figurativeness of logo design. Results showed that figurativeness is an essential design element that significantly influences affective responses. Moreover, results suggest that natural designs are clearly preferred, and that the appeal of the different categories of figurative designs seems to be universal.
ISBN: 978-84-370-9453-3
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

Files in This Item:

File Description SizeFormat
Logo Design-Examining Consumer Response to Figurativeness Across Cultures_EMAC 2014.pdf265.75 kBAdobe PDFView/Open
FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


Dspace Dspace
DSpace Software, version 1.6.2 Copyright © 2002-2008 MIT and Hewlett-Packard - Feedback
UEvora B-On Curriculum DeGois